Abstract

Digital news is progressively blurring with commercial content at the same time that mobile technology is increasingly being used to access news. To understand if these trends affect ability to distinguish news from covert advertising, two experiments were conducted among U.S. adults examining whether viewing content on a mobile device versus computer interacts with motivation levels in affecting recognition of native advertising. Consistent with tenets of the Covert Advertising Recognition and Effects model, results show that although people with greater motivation to process media content were more likely to recognize native advertising, it was not enough to compensate for the greater cognitive effort required when using a mobile device.

摘要

与此同时，移动技术越来越多地用于获取新闻，数字新闻与商业内容的关系逐渐变得模糊。为了了解这些趋势是否会影响区分新闻和隐蔽广告的能力，我们在美国成年人中进行了两项实验，研究在移动设备上观看内容与在计算机上观看内容是否会与影响原生广告识别的动机水平相互作用。与隐蔽广告识别和效果模型的原则一致，结果表明，尽管处理媒体内容的动机更强的人更有可能识别原生广告，但这不足以弥补使用移动设备时所需的更大的认知努力。