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

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.



Citation:

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.

Authors

Sarah Kelly, University of Queensland, Australia
Bettina Cornwell, University of Michigan, USA
Leonard V. Coote, University of Queensland, Australia



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister

Stephanie Kogler, University of Innsbruck, Austria

Read More

Featured

More Than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption

Chi Pham, UNSW Sydney
Nitika Garg, University of New South Wales

Read More

Featured

Mining Consumer Minds: How Airbnb Hosts’ Motivations Affect Their Retention and Pricing Decision

Jaeyeon Chung, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA
Yanyan Li, Columbia University, USA
Oded Netzer, Columbia University, USA
Matthew Pearson, Former User Experience Researcher at Airbnb

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.