Understanding the Mechanisms Behind Consumers’ Appreciation of Editorial Support

Claas Christian Germelmann, University of Bayreuth, Germany
Andrea Groeppel-Klein, Saarland University, Germany
We investigate how consumers’ appreciation of editorial support is contingent on perceived medium quality and on the activation of consumers’ persuasion knowledge. Echoing the call for more realistic designs, two experiments under incidental exposure conditions reveal undesirable effects of this common advertising technique if both contingency variables are controlled for.
[ to cite ]:
Claas Christian Germelmann and Andrea Groeppel-Klein (2015) ,"Understanding the Mechanisms Behind Consumers’ Appreciation of Editorial Support", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 536-537.