Skepticism Towards Advertising and Consumers' Response to Slogans

Past research found slogans to generate "reactive" behavior, leading consumers to behave contrary to the advertiser’s intentions. We examine the moderating role of individual differences in skepticism towards advertising. We find that slogans have negative effects for consumers highly skeptical towards advertising, but positive effects for non-skeptical consumers.



Citation:

Gaelle Bustin and Maria Galli (2015) ,"Skepticism Towards Advertising and Consumers' Response to Slogans", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 318-318.

Authors

Gaelle Bustin, Universitat Pompeu Fabra, Spain
Maria Galli, Universitat Pompeu Fabra, Spain



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



Share Proceeding

Featured papers

See More

Featured

It’s About Trust: The Diffusion of Deviant Consumer Behavior

Peter Voyer, University of Windsor

Read More

Featured

Format Neglect?: How Different Rank Claim Formats Influence Preference

Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

G1. Enchantment through Retro Product Consumption in a Digital World

Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.