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.
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.
Gaelle Bustin, Universitat Pompeu Fabra, Spain
Maria Galli, Universitat Pompeu Fabra, Spain
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA
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Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA
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