Revealing an Advertising Myth: How Supportive Is Editorial Support?

Does editorial support support advertisements? Based on quasi-biotic instead of forced exposure designs we found no positive effect on ABrand, but a significant negative effect on AAd two weeks after the experiment. When media involvement is low and cognitive elaboration on manipulative intent unlikely, editorial support hurts ABrand significantly.



Citation:

Claas Christian Germelmann and Andrea Groeppel-Klein (2011) ,"Revealing an Advertising Myth: How Supportive Is Editorial Support?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Claas Christian Germelmann, Saarland University, Germany
Andrea Groeppel-Klein, Saarland University, Germany



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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