Effects of Different Sponsorship Disclosure Message Types on Consumers’ Trust and Attitudes

International Journal of Advertising.

Abstract: Addressing the problem of increasing sponsored eWOM and diverse and confusing disclosure practices, this study examined the effects of different types of sponsorship disclosure messages on (1) consumers’ trust in the sponsored product reviewer and (2) attitudes toward the reviewer and the sponsoring brand. An online experiment revealed several key effects of sponsorship disclosure and disclosure message types. Overall, sponsorship disclosure messages generated lower consumer trust in the reviewer and attitudinal responses. In terms of the effects of different types of disclosed commercial gain, reviews disclosing the receipt of a free product were perceived to be equally acceptable as reviews without sponsorship disclosure. Disclosure revealing that the reviewer received payment or a sales commission led to lower trust in a reviewer, and disclosure of a sales commission generated more negative attitude toward the sponsoring brand. The disclosure message type effects on attitude were mediated by trust.

Alexander Pfeuffer 

Related Research


he Impact of Social Distance and Message Framing on Young Adults’ Response to the Anti-vaping PSAs on Instagram: The Mediating Role of Psychological Reactance

Hahm, Jung Min (Grady Ph.D. Alum) & Han, Jeong-Yeob. (2023, March). “The Impact of Social Distance and Message Framing on Young Adults’ Response to the Anti-vaping PSAs on Instagram: The […]

Jeong-Yeob HanJung Min Hahm
read more
The Role of Corporate Social Responsibility Orientation in Green Demarketing Publicity & Advertising

Hye Jin Yoon, Yoon Joo Lee, Jinho Joo, and Youngjee Ko (Ph.D. candidate), “The Role of Corporate Social Responsibility Orientation in Green Demarketing Publicity & Advertising,” has been accepted for presentation […]

Youngji SeoHye Jin Yoon
read more