Consumer Perceptions of Credibility and Selling Intent Among Advertisements, Advertorials, and Editorials: A Persuasion Knowledge Model Approach

Abstract

This article presents the results of a study of consumer reaction to three different types of information delivery in magazines: editorials, advertorials, and advertisements. The study draws on the Persuasion Knowledge Model to examine the effect of each form of information delivery on source influence, source credibility, perceived selling intent and purchase intention. The analysis indicates that the form of information delivery in print media affects the perceived credibility of the source of the information, the perceived selling intention and the purchase intention. Implications for marketers and policy-makers are also discussed.

KEYWORDS:

• persuasion knowledge
• source credibility
• advertising
• editorials
• advertorials
• brand mention