Abstract

While disclosure has been largely investigated within existing native advertising research, consumers’ individual characteristics, which may influence the persuasion process, have not received sufficient academic attention in this area. Through online experiments, this research examined the interplay between chronic regulatory focus and disclosure language on consumer responses to native advertising across two studies. The results from Study 1 indicated that participants with a strong promotion focus were less cognizant of the commercial nature of the native ad when exposed to a native ad using an implicit disclosure label rather than one using an explicit disclosure label. More importantly, in Study 1, these participants expressed a stronger intention to share a native ad using an implicit disclosure label rather than one using an explicit disclosure label, whereas prevention-focused people reacted to native advertisements with an explicit label more positively than one using an implicit label. Study 2 further suggested that perceived persuasion intent could be the potential underlying mechanism that explained such an interaction effect. Theoretical and practical contributions of these findings are discussed.

摘要

尽管在现有的本地广告研究中已经对披露进行了广泛的调查，但是可能影响说服过程的消费者的个人特征在这一领域没有得到足够的学术关注。通过在线实验，该研究在两项研究中研究了长期监管重点和披露语言对消费者对本地广告的反应之间的相互作用。研究1的结果表明，具有强烈宣传重点的参与者在使用隐式披露标签而不是使用显式披露标签的原生广告曝光时，对原生广告的商业性质的认识较少。更重要的是，在研究1中，这些参与者表达了更强烈的意图，即使用隐式披露标签而不是使用显式披露标签来共享原生广告，而专注于预防的人们对使用显式标签的原生广告的反应要比使用隐式标签的积极。研究2进一步表明，感知的说服意图可能是解释这种相互作用效应的潜在潜在机制。讨论了这些发现的理论和实践贡献。