Unguarded against Persuasion and Willing to Share: The Effect of Chronic Regulatory Focus on Consumer Responses to Native Advertising

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While disclosure has been largely investigated in existing research of native advertising, consumers’ individual characteristics which may influence the persuasion process have not received sufficient academic attention in this area. Through an online experiment, this study examined the interplay between chronic regulatory focus and disclosure language on consumer responses to native advertising. The results indicated that participants with a strong promotion focus were less cognizant of the commercial nature of the native ad and perceived less persuasion intent when exposed to a native ad using an implicit disclosure label than one using an explicit disclosure label. Additionally, these participants expressed a stronger intention to share a native ad using an implicit disclosure label than one using an explicit disclosure label. Prevention-focused people reacted to different levels of disclosure in a similar way. Theoretical and practical contributions of these findings are discussed.

Global Conference 2019

July 12–16, 2019

Peking University, Beijing, China

Unguarded against Persuasion and Willing to Share: The Effect of Chronic Regulatory Focus on Consumer Responses to Native Advertising

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Abstract

First & Corresponding Author

Naa Amponsah, Dodoo, Emerson College

Authors in the order to be printed.

Additional Authors

Taylor Jing, Wen, University of South Carolina

Linwan, Wu, University of South Carolina