| Full text | |
| Author(s): |
da Costa Hernandez, Jose Mauro
;
Marques da Costa Filho, Murilo Carrazedo
;
Veronezi Strano, Maria Paula
Total Authors: 3
|
| Document type: | Journal article |
| Source: | INTERNATIONAL JOURNAL OF CONSUMER STUDIES; v. 47, n. 1, p. 17-pg., 2022-07-27. |
| Abstract | |
It has been generally assumed that higher levels of scepticism towards advertising invariably lead to higher resistance to advertising appeals. The main purpose of the present research was to examine whether highly sceptical consumers' resistance can be overcome by appeals associated with higher credibility. We tested our hypotheses using message sidedness as an advertising variable that has been associated with higher (two-sided) versus lower (one-sided) credibility. In three experimental studies, we examined more versus less sceptical consumers' responses to two- versus one-sided appeals. We found that two-sided messages are more effective in increasing purchase intentions, through enhanced credibility, but only for consumers who are more sceptical of advertising. Less sceptical consumers trust both messages equally and their purchase intentions are not affected by the type of message. Importantly, we also showed that highly sceptical consumers trust two-sided appeals as much as their less sceptical counterparts. The study contributes to the literature on advertising and persuasion knowledge by showing that advertising scepticism does not elicit a single response tendency, as originally conceptualized. Rather, advertising scepticism is more consistent with the underpinnings of the Persuasion Knowledge Model, in that higher knowledge about persuasion tactics aids consumers to better cope with, and not invariably resist persuasion attempts. We conclude that transparency pays off because it may entice a more sceptical audience and, at the same time, it does not harm less sceptical consumers' trust and purchase intentions. (AU) | |
| FAPESP's process: | 15/20050-8 - Skeptical consumers: the relation between message sidedness and skepticism |
| Grantee: | Maria Paula Veronezi Strano |
| Support Opportunities: | Scholarships in Brazil - Scientific Initiation |
| FAPESP's process: | 18/24593-4 - Effects of subgoals on task performance: the role of prior disclosure (or not) of the overall goal |
| Grantee: | Murilo Carrazedo Marques da Costa Filho |
| Support Opportunities: | Scholarships in Brazil - Post-Doctoral |