F9. Protection Against Deception: the Moderating Effects of Knowledge Calibration on Consumer Responses to Ambiguous Advertisement Information
A common characteristic of deceptive persuasion tactics is information ambiguity. This research demonstrates that whether consumers perceive high (vs. low) ambiguity advertisements as more deceptive depends on whether their topic knowledge is sufficiently calibrated. While calibrated knowledge provides a safeguard against deception, miscalibrated knowledge biases persuasive information elaboration.
Joel Alan Mohr and Peter A. Dacin (2018) ,"F9. Protection Against Deception: the Moderating Effects of Knowledge Calibration on Consumer Responses to Ambiguous Advertisement Information", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 920-920.
Joel Alan Mohr, Queens University, Canada
Peter A. Dacin, Queens University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
F11. Anti-Consumption for Sustainability: The Environmental Impact of Anti-Consumption Lifestyles, Environmentally Concerned Individuals and Ethical Consumers
Laurie Touchette, HEC Montreal, Canada
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents
Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München
People Overpredict the Benefit of Using Expensive Items and Appearing Rich in Friend-Making
Xilin Li, University of Chicago, USA
Christopher Hsee, University of Chicago, USA