Consumer-Created Advertising: Does Awareness of Advertising Co-Creation Help Or Hurt Persuasion?

Debora Thompson, Georgetown University, USA
Prashant Malaviya, Georgetown University, USA
Awareness that an ad is consumer-created undermines persuasion because it triggers a critical mindset, which questions the ability of regular consumers to develop effective advertising. This negative effect is reversed when respondents are distracted and when they perceive the ad creator to be similar to them.
[ to cite ]:
Debora Thompson and Prashant Malaviya (2012) ,"Consumer-Created Advertising: Does Awareness of Advertising Co-Creation Help Or Hurt Persuasion?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 898-898.