ADPR 3100 Lecture Notes - Lecture 9: Native Advertising
10 Jun 2018
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ADPR TEST 3 STUDY GUIDE
Disclosing Sponsored Content
STUDY 1: EV Batteries Example (242 participants)
− Do consumers recognize it as advertising?
o 7% recognized article as ad
o H2 supported: “posored ad adertiseet ordig led to higher recogitio
o H1b supported: Middle position (best) and bottom were better (TOP IS LEAST
EFFECTIVE)
o H3b-e supported: Ad recognition negatively impacts attitudes and behavior intention
STUDY 2: Tablets article (60 university students)
− Does visual attention to disclosure mediate effects?
o 18% recognized article as advertising
o H4 supported: middle position = most visual attention.
o H5 supported: visual attention to disclosure was related to ad recognition
o H6 supported: visual attention mediated the effect of disclosure position on ad
recognition.
o H7 supported: ad recognition led to lower perceived news credibility only
Differing Perspectives Combined
− Native advertising adds value for consumers by deceiving them into believing that the content
is’t adertisig
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