Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.
Unguarded against Persuasion and Willing to Share: The Effect of Chronic Regulatory Focus on Consumer Responses to Native Advertising
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Digital/Online Advertising
Experimental Research
Information Processing
Abstract
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.
First & Corresponding Author
Naa Amponsah, Dodoo, Emerson College
Authors in the order to be printed.
Naa Amponsah Dodoo, Taylor Jing Wen, Linwan Wu