Reducing native advertising deception: Revisiting the antecedents and consequences of persuasion knowledge in digital news contexts.

Mass Communication & Society. Advance online publication. doi: 0.1080/15205436.2018.1530792

ABSTRACT: Building on the persuasion knowledge model, this study examines how audience characteristics and native advertising recognition influence the covert persuasion process. Among a nationally representative sample of U.S. adults (N = 738), we examined digital news readers’ recognition of a sponsored news article as advertising. Although fewer than 1 in 10 readers recognized the article as advertising, recognition was most likely among younger, more educated consumers who engaged with news media for informational purposes. Recognition led to greater counterarguing, and higher levels of informational motivation also led to less favorable evaluations of the content among recognizers. News consumers were most receptive to native advertising in a digital news context when publishers were more transparent about its commercial nature. Beyond theoretical insights into the covert persuasion process, this study offers practical utility to the advertisers, publishers, and policymakers who wish to better understand who is more likely to be confused by this type of advertising so that they can take steps to minimize deception.

Bartosz Wojdynski 

Related Research

Exploring how disclosure works for listicle-style native advertising: the role of persuasion knowledge, persuasion appropriateness and supplementary disclosure effect of brand social media

Abstract: Listicles are a new media phenomenon that appear on a news organization’s website; they are articles that use a ranked list and offer concise details about a topic to […]

Dong Jae (Jay) LimNathaniel J. EvansMarilyn Primovic
read more
Advertising Nativeness as a Function of Content and Design Congruence

Abstract: Despite high interest in native advertising, the definition and effectiveness of native advertising remain subjects of debate. To address this problem, we explored the nature of perceived advertising nativeness […]

Jooyoung KimHanyoung Kim
read more