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.



Citation:

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.

Authors

Joel Alan Mohr, Queens University, Canada
Peter A. Dacin, Queens University, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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