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
Q12. Exploring Effects of Perceived Authenticity Of Instagram Models on Aad and Buying Intentions
Heather Shoenberger, University of Oregon, USA
Eunjin Kim, Southern Methodist University, USA
K7. Responses to Online Behavioral Advertising Disclosures: Effects of Disclosure Source Trustworthiness and Message Type on Advertising Outcomes
Iris van Ooijen, University of Twente
Attentional Breadth Affects In-store Exploration and Unplanned Purchasing
Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen