Mellowing Skeptical Consumers: Processing of Sponsorship Linked Advertising Versus Non Sponsorship Linked Advertising

Sarah Kelly, University of Queensland, Australia
Bettina Cornwell, University of Michigan, USA
Leonard V. Coote, University of Queensland, Australia
This research provides insight into the complex relationship between consumer response to persuasion attempts and skepticism, suggesting that erstwhile targets may be swayed by campaigns which are pitched as a form of entertainment. We examine consumer responses to an important sponsorship leveraging tool, sponsorship-linked advertising in this context. A theoretical model of consumer response to sponsorship-linked advertising is proposed, drawing upon important resistance mechanisms in persuasion including ad skepticism, attributed advertiser motives and nature of thoughts. Results confirm existing research on consumer skepticism suggesting its transitory nature, and hence potential for advertisers to strategically temper it through specific cues in ad execution. Differential processing between sponsorship-linked advertising and traditional advertising is supported, such that sponsorship-linked advertising elicits more favorable cognitive response.
[ to cite ]:
Sarah Kelly, Bettina Cornwell, and Leonard V. Coote (2009) ,"Mellowing Skeptical Consumers: Processing of Sponsorship Linked Advertising Versus Non Sponsorship Linked Advertising", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 730-730.