Pub Date : 2021-11-01DOI: 10.1080/10641734.2021.1962441
J. Kim, Thitapa Shinaprayoon, Sun Joo Grace Ahn
Abstract Virtual reality (VR) tourism provides individuals with a brief, but realistic, preview of travel destinations. Despite the increasing popularity of VR tourism in destination advertising, outcomes and underlying mechanisms of virtual tours remain underexplored. Guided by the theoretical framework of spatial presence, this experiment (N = 118) investigated how VR tourism affected behavioral intention to travel to a physical destination depicted in the virtual world and people’s willingness to pay for travel in the context of destination advertising. Results revealed that VR tourism led to greater spatial presence, enjoyment, destination image, intentions to travel, and willingness to pay compared to reading an e-brochure. Spatial presence, enjoyment, and destination image mediated the impact of virtual tours on intentions to travel and willingness to pay, shedding light on the psychological mechanisms of virtual tours. Theoretical and managerial implications of VR tourism are discussed.
{"title":"Virtual Tours Encourage Intentions to Travel and Willingness to Pay via Spatial Presence, Enjoyment, and Destination Image","authors":"J. Kim, Thitapa Shinaprayoon, Sun Joo Grace Ahn","doi":"10.1080/10641734.2021.1962441","DOIUrl":"https://doi.org/10.1080/10641734.2021.1962441","url":null,"abstract":"Abstract Virtual reality (VR) tourism provides individuals with a brief, but realistic, preview of travel destinations. Despite the increasing popularity of VR tourism in destination advertising, outcomes and underlying mechanisms of virtual tours remain underexplored. Guided by the theoretical framework of spatial presence, this experiment (N = 118) investigated how VR tourism affected behavioral intention to travel to a physical destination depicted in the virtual world and people’s willingness to pay for travel in the context of destination advertising. Results revealed that VR tourism led to greater spatial presence, enjoyment, destination image, intentions to travel, and willingness to pay compared to reading an e-brochure. Spatial presence, enjoyment, and destination image mediated the impact of virtual tours on intentions to travel and willingness to pay, shedding light on the psychological mechanisms of virtual tours. Theoretical and managerial implications of VR tourism are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49244038","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-01DOI: 10.1080/10641734.2021.1964655
Matthew Pittman, Anne Oeldorf-Hirsch, Ashley Brannan
Abstract This research investigates the effects of digital context on perception of green advertising. We challenge the common advertising practice of posting similar content across platforms by showing how the same ad is received differently by consumers on different digital channels. We use social norms theory (SNT) to build our hypotheses and test them with two experiments. We demonstrate that on a news website, brand quality is the mechanism for the persuasive effect of an appeal (product, environmental, or hybrid). However, on Instagram (Study 1) and Facebook (Study 2), brand authenticity is the persuasive mechanism for generating purchase intent and digital engagement. Results provide converging evidence for brand authenticity as a pivotal factor for green brand success on social media.
{"title":"Green Advertising on Social Media: Brand Authenticity Mediates the Effect of Different Appeals on Purchase Intent and Digital Engagement","authors":"Matthew Pittman, Anne Oeldorf-Hirsch, Ashley Brannan","doi":"10.1080/10641734.2021.1964655","DOIUrl":"https://doi.org/10.1080/10641734.2021.1964655","url":null,"abstract":"Abstract This research investigates the effects of digital context on perception of green advertising. We challenge the common advertising practice of posting similar content across platforms by showing how the same ad is received differently by consumers on different digital channels. We use social norms theory (SNT) to build our hypotheses and test them with two experiments. We demonstrate that on a news website, brand quality is the mechanism for the persuasive effect of an appeal (product, environmental, or hybrid). However, on Instagram (Study 1) and Facebook (Study 2), brand authenticity is the persuasive mechanism for generating purchase intent and digital engagement. Results provide converging evidence for brand authenticity as a pivotal factor for green brand success on social media.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43899271","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-01DOI: 10.1080/10641734.2021.1963356
T. Wen, C. Chuan, Jing Yang, W. Tsai
Abstract By applying the computational method of decision trees, this research identifies the most decisive attributes enhancing ad persuasiveness by examining the contextual effects of emotional (in)congruence on ad placement for music videos on YouTube. Findings of this interdisciplinary research not only evaluated key psychological constructs via a computational approach to predict persuasiveness but also extended the theoretical consideration of contextual (in)congruence into the domain of emotion. Methodologically, this study demonstrates the effectiveness of decision trees in exploratory theory testing. Practically, the predictive results from the decision tree model provide much needed strategic guidance to inform advertising design and evaluation for video-sharing websites.
{"title":"Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube","authors":"T. Wen, C. Chuan, Jing Yang, W. Tsai","doi":"10.1080/10641734.2021.1963356","DOIUrl":"https://doi.org/10.1080/10641734.2021.1963356","url":null,"abstract":"Abstract By applying the computational method of decision trees, this research identifies the most decisive attributes enhancing ad persuasiveness by examining the contextual effects of emotional (in)congruence on ad placement for music videos on YouTube. Findings of this interdisciplinary research not only evaluated key psychological constructs via a computational approach to predict persuasiveness but also extended the theoretical consideration of contextual (in)congruence into the domain of emotion. Methodologically, this study demonstrates the effectiveness of decision trees in exploratory theory testing. Practically, the predictive results from the decision tree model provide much needed strategic guidance to inform advertising design and evaluation for video-sharing websites.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42853574","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-16DOI: 10.1080/10641734.2021.1949650
Samantha LaVoi, E. Haley
Abstract Organizations across sectors are collaborating on social initiatives, taking political action, and using media platforms to speak out on a range of social issues. This study deals with the emerging phenomena of purpose-driven and social-impact communications from an agency standpoint. This study employs inductive analysis to understand how such agencies define themselves, their value, and how agency process reflects their definitions. Twelve advertising professionals holding senior leadership positions within agencies specializing in purpose-driven and social-impact communications were interviewed to gain insights. These professionals feel they are a part of an emerging “fourth sector” within the advertising/communications agency landscape. The study’s key insights hold prominent theoretical and practical implications for advertising literature, illustrating how changes external to advertising necessitate new paradigms in advertising agencies related to such things as communication goals and content, agency structure, and staffing.
{"title":"How Pro-Social Purpose Agencies Define Themselves and Their Value: An Emerging Business Model in the Advertising-Agency World","authors":"Samantha LaVoi, E. Haley","doi":"10.1080/10641734.2021.1949650","DOIUrl":"https://doi.org/10.1080/10641734.2021.1949650","url":null,"abstract":"Abstract Organizations across sectors are collaborating on social initiatives, taking political action, and using media platforms to speak out on a range of social issues. This study deals with the emerging phenomena of purpose-driven and social-impact communications from an agency standpoint. This study employs inductive analysis to understand how such agencies define themselves, their value, and how agency process reflects their definitions. Twelve advertising professionals holding senior leadership positions within agencies specializing in purpose-driven and social-impact communications were interviewed to gain insights. These professionals feel they are a part of an emerging “fourth sector” within the advertising/communications agency landscape. The study’s key insights hold prominent theoretical and practical implications for advertising literature, illustrating how changes external to advertising necessitate new paradigms in advertising agencies related to such things as communication goals and content, agency structure, and staffing.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45147129","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-19DOI: 10.1080/10641734.2021.1937408
T. Wen, C. Choi, Linwan Wu, Jon D. Morris
Abstract This research adopts the PAD model of emotions (i.e., pleasure–arousal–dominance) and conducts two survey studies to empirically test the role of emotions in viral advertising. Study 1 confirms the positive role of pleasure, arousal, and dominance in making a video commercial spread virally. Results demonstrate that dominance is the strongest predictor among the three dimensions to explain increased share and purchase intentions. More importantly, Study 2 shows that psychological empowerment is the underlying mechanism that explains the effects of dominance on both share and purchase intentions. Theoretical and practical implications are discussed.
{"title":"Empowering Emotion: The Driving Force of Share and Purchase Intentions in Viral Advertising","authors":"T. Wen, C. Choi, Linwan Wu, Jon D. Morris","doi":"10.1080/10641734.2021.1937408","DOIUrl":"https://doi.org/10.1080/10641734.2021.1937408","url":null,"abstract":"Abstract This research adopts the PAD model of emotions (i.e., pleasure–arousal–dominance) and conducts two survey studies to empirically test the role of emotions in viral advertising. Study 1 confirms the positive role of pleasure, arousal, and dominance in making a video commercial spread virally. Results demonstrate that dominance is the strongest predictor among the three dimensions to explain increased share and purchase intentions. More importantly, Study 2 shows that psychological empowerment is the underlying mechanism that explains the effects of dominance on both share and purchase intentions. Theoretical and practical implications are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43790465","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-19DOI: 10.1080/10641734.2021.1944934
C. Ham, Sann Ryu, Joonghwa Lee, Un-Chae Chaung, Emily Buteau, Sela Sar
Abstract This study investigates the mechanism underlying how consumers cope with native advertising on the Facebook newsfeed, particularly focusing on ad avoidance. Native ads on Facebook have unique features in that they are both intrusive and relevant to users. Study 1 (survey: N = 501) decomposed a persuasion knowledge construct into dispositional, conceptual, and attitudinal features to address how multidimensional constructs of persuasion knowledge are associated with ad avoidance in response to the intrusiveness and relevance of native advertising. Study 2 (experiment: N = 157) employed a 2 × 2 between-subject experimental design to examine causal relationships between the same variables. The results of both studies revealed that dispositional persuasion knowledge was more significant than situational factors in activating conceptual and attitudinal persuasion knowledge. Conceptual persuasion knowledge directly increased ad avoidance. Contrary to expectations, attitudes toward native ads did not play any intermediary role between persuasion knowledge and native ad avoidance. Implications are discussed.
{"title":"Intrusive or Relevant? Exploring How Consumers Avoid Native Facebook Ads through Decomposed Persuasion Knowledge","authors":"C. Ham, Sann Ryu, Joonghwa Lee, Un-Chae Chaung, Emily Buteau, Sela Sar","doi":"10.1080/10641734.2021.1944934","DOIUrl":"https://doi.org/10.1080/10641734.2021.1944934","url":null,"abstract":"Abstract This study investigates the mechanism underlying how consumers cope with native advertising on the Facebook newsfeed, particularly focusing on ad avoidance. Native ads on Facebook have unique features in that they are both intrusive and relevant to users. Study 1 (survey: N = 501) decomposed a persuasion knowledge construct into dispositional, conceptual, and attitudinal features to address how multidimensional constructs of persuasion knowledge are associated with ad avoidance in response to the intrusiveness and relevance of native advertising. Study 2 (experiment: N = 157) employed a 2 × 2 between-subject experimental design to examine causal relationships between the same variables. The results of both studies revealed that dispositional persuasion knowledge was more significant than situational factors in activating conceptual and attitudinal persuasion knowledge. Conceptual persuasion knowledge directly increased ad avoidance. Contrary to expectations, attitudes toward native ads did not play any intermediary role between persuasion knowledge and native ad avoidance. Implications are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42945541","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-19DOI: 10.1080/10641734.2021.1935364
T. Milfeld, E. Haley
Abstract Marketers and advertising agencies must navigate an increasingly complex and ambiguous digital media environment. Advertising agencies have responded by adding new roles and removing barriers to integrating digital media into marketing campaigns. Despite these changes aiming to address clients’ needs, the agency-client relationship has reached an all-time low. The current study seeks to close the knowledge gap by examining how brand managers make sense of the digital media environment. Through phenomenological interviews with 18 North American brand managers at large organizations, this research uncovers three cognitive frames: expertise, efficiency, and consistency. These frames support three capabilities—advertising campaign evaluation, digital expertise, and creative development—that marketing organizations are insourcing from advertising agencies. These insourcing trends have significant ramifications for the advertising agency landscape. This research answers the call to gain deeper insight into the marketing organization, applies sensemaking to the digital media environment, and outlines future research opportunities based on three insourcing trends emerging from brand manager interviews.
{"title":"Brand Manager Sensemaking: Cognitive Frames in the Digital Media Environment","authors":"T. Milfeld, E. Haley","doi":"10.1080/10641734.2021.1935364","DOIUrl":"https://doi.org/10.1080/10641734.2021.1935364","url":null,"abstract":"Abstract Marketers and advertising agencies must navigate an increasingly complex and ambiguous digital media environment. Advertising agencies have responded by adding new roles and removing barriers to integrating digital media into marketing campaigns. Despite these changes aiming to address clients’ needs, the agency-client relationship has reached an all-time low. The current study seeks to close the knowledge gap by examining how brand managers make sense of the digital media environment. Through phenomenological interviews with 18 North American brand managers at large organizations, this research uncovers three cognitive frames: expertise, efficiency, and consistency. These frames support three capabilities—advertising campaign evaluation, digital expertise, and creative development—that marketing organizations are insourcing from advertising agencies. These insourcing trends have significant ramifications for the advertising agency landscape. This research answers the call to gain deeper insight into the marketing organization, applies sensemaking to the digital media environment, and outlines future research opportunities based on three insourcing trends emerging from brand manager interviews.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47431402","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-19DOI: 10.1080/10641734.2021.1945981
Shelly Rodgers, E. Belobrovkina
Abstract This article overviews the photovoice method and proposes ways in which photovoice can contribute to theory building in advertising. Although theory building using photovoice has been discussed in prior literature, the method has been ignored in advertising, and no study has connected photovoice to advertising research. This article presents definitions, history, and aspects of photovoice research for the purpose of understanding possible uses of photovoice for advertising research.
{"title":"Using Photovoice Research for Advertising Theory","authors":"Shelly Rodgers, E. Belobrovkina","doi":"10.1080/10641734.2021.1945981","DOIUrl":"https://doi.org/10.1080/10641734.2021.1945981","url":null,"abstract":"Abstract This article overviews the photovoice method and proposes ways in which photovoice can contribute to theory building in advertising. Although theory building using photovoice has been discussed in prior literature, the method has been ignored in advertising, and no study has connected photovoice to advertising research. This article presents definitions, history, and aspects of photovoice research for the purpose of understanding possible uses of photovoice for advertising research.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45560279","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-01DOI: 10.1080/10641734.2021.1925180
Mark Callister, L. Stern, Kevin K. John, Melissa Seipel
Abstract In advertising, the digital manipulation of the human body involves removing, adding, distorting, replacing, or disfiguring body parts, creating a unique form of schema violation. Such manipulations—termed body disturbance (BD)—are generally designed to attract attention, underscore message content, and inject humor. Based on our lifetime of exposure to the human body’s appearance, properties, and capabilities, our schema is well established, and the disfiguring or distorting of the human body can elicit strong emotional and physiological reactions. This two-part study shows that BD functions similarly to other types of schema violations in terms of its attractive force, rendering such ads as more intriguing, entertaining, and humorous, thus leading to greater eye fixation and elaboration. Yet unlike most schema violations in advertising, BD ads evoke more aversive reactions compared to non-BD ads, resulting in lower ad and brand liking and offering no advantage in terms of greater recall of ad copy, brand logo, brand name, or product type. Further results and implications for advertisers are discussed.
{"title":"Digital Body Disturbances in Advertising: Attraction or Repulsion?","authors":"Mark Callister, L. Stern, Kevin K. John, Melissa Seipel","doi":"10.1080/10641734.2021.1925180","DOIUrl":"https://doi.org/10.1080/10641734.2021.1925180","url":null,"abstract":"Abstract In advertising, the digital manipulation of the human body involves removing, adding, distorting, replacing, or disfiguring body parts, creating a unique form of schema violation. Such manipulations—termed body disturbance (BD)—are generally designed to attract attention, underscore message content, and inject humor. Based on our lifetime of exposure to the human body’s appearance, properties, and capabilities, our schema is well established, and the disfiguring or distorting of the human body can elicit strong emotional and physiological reactions. This two-part study shows that BD functions similarly to other types of schema violations in terms of its attractive force, rendering such ads as more intriguing, entertaining, and humorous, thus leading to greater eye fixation and elaboration. Yet unlike most schema violations in advertising, BD ads evoke more aversive reactions compared to non-BD ads, resulting in lower ad and brand liking and offering no advantage in terms of greater recall of ad copy, brand logo, brand name, or product type. Further results and implications for advertisers are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2021.1925180","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46849733","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-01DOI: 10.1080/10641734.2021.1925179
M. Nelson, C. Ham, E. Haley
Abstract In a democracy, political advertising should offer truthful information so voters can make informed decisions about candidates. Given changes in political advertising (digital media, regulations), voters may not have the requisite political advertising literacy to critically scrutinize and evaluate political messages, leading them to be persuaded by false advertisements. Using the Persuasion Knowledge Model (PKM) as theoretical framework, we compare three forms of persuasion knowledge (PK) about political advertising (objective, subjective, topic) to test how these types of knowledge relate to one another and to a common coping response strategy of PK: skepticism of political advertising. Results of a survey comprised of a national sample of U.S. voters show low objective persuasion knowledge about political advertising, especially for digital messages and regulation and relatively low-middle topic (political knowledge). As predicted, the more knowledge about politics in general (i.e., topic knowledge) the respondents had, the more objective and subjective persuasion knowledge they had about political advertising. Topic knowledge and subjective persuasion knowledge (but not objective persuasion knowledge) predicted skepticism toward political advertising. Ramifications for theory development of PKM and for future political advertising literacy interventions are discussed.
{"title":"What Do We Know about Political Advertising? Not Much! Political Persuasion Knowledge and Advertising Skepticism in the United States","authors":"M. Nelson, C. Ham, E. Haley","doi":"10.1080/10641734.2021.1925179","DOIUrl":"https://doi.org/10.1080/10641734.2021.1925179","url":null,"abstract":"Abstract In a democracy, political advertising should offer truthful information so voters can make informed decisions about candidates. Given changes in political advertising (digital media, regulations), voters may not have the requisite political advertising literacy to critically scrutinize and evaluate political messages, leading them to be persuaded by false advertisements. Using the Persuasion Knowledge Model (PKM) as theoretical framework, we compare three forms of persuasion knowledge (PK) about political advertising (objective, subjective, topic) to test how these types of knowledge relate to one another and to a common coping response strategy of PK: skepticism of political advertising. Results of a survey comprised of a national sample of U.S. voters show low objective persuasion knowledge about political advertising, especially for digital messages and regulation and relatively low-middle topic (political knowledge). As predicted, the more knowledge about politics in general (i.e., topic knowledge) the respondents had, the more objective and subjective persuasion knowledge they had about political advertising. Topic knowledge and subjective persuasion knowledge (but not objective persuasion knowledge) predicted skepticism toward political advertising. Ramifications for theory development of PKM and for future political advertising literacy interventions are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48220407","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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