Wojdynski, Bart. (2016). The Deceptiveness of sponsored news articles: how readers recognize and perceive native advertising. American Behavioral Scientist, 60 (12), 1475-1491.
Abstract: The present study contributes knowledge to the former areas by presenting the results of a between-subjects experiment (N = 343) that tested the effects of four disclosure characteristics (proximity, visual prominence, wording clarity, and logo presence) on recognition of the sponsored content as advertising, and by analyzing the psychological process through which such recognition influences perceptions of the article and the sponsor. The results show that while logo presence and visual prominence increase the odds of recognition, logo presence also increases misperception of the disclosure label as a stand-alone display advertisement. Recognition of the article as advertising led to decreased perceptions of article quality, attitude toward the sponsor, and intent to share the article. A serial mediation analysis shows that the effects of recognition on attitudes and intent to share are primarily mediated through conceptual persuasion knowledge activation and perceived deceptiveness of the article.