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.


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.


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


NA - Advances in Consumer Research Volume 38 | 2011

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