期刊
INTERNATIONAL JOURNAL OF ADVERTISING
卷 39, 期 1, 页码 74-93出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/02650487.2019.1585649
关键词
Native advertising; cognitive load; disclosure language; persuasion knowledge; perceived manipulativeness
Incorporating the theory of limited cognitive capacity and persuasion knowledge model, this article examines the interaction effect between cognitive load and disclosure language on the activation of persuasion knowledge and perceived manipulativeness of native advertising. Two experimental studies suggested that individuals with varied levels of cognitive load responded to native advertisements using explicit versus implicit disclosure language differently. The current research contributes to theory building in the native advertising literature and provides practical implications to advertising practitioners and regulatory agencies.
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