Activating persuasion knowledge in native advertising: the influence of cognitive load and disclosure language

Abstract

Incorporating the theory of limited cognitive capacity and persuasion knowledge model, this article examines the interaction effect between cognitive load and disclosure language on the activation of persuasion knowledge and perceived manipulativeness of native advertising. Two experimental studies suggested that individuals with varied levels of cognitive load responded to native advertisements using explicit versus implicit disclosure language differently. The current research contributes to theory building in the native advertising literature and provides practical implications to advertising practitioners and regulatory agencies.

Keywords:

• Native advertising
• cognitive load
• disclosure language
• persuasion knowledge
• perceived manipulativeness

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Taylor Jing Wen

Taylor Jing Wen (Ph.D., University of Florida) is currently an Assistant Professor of Advertising and Brand Communications in School of Journalism and Mass Communications at the University of South Carolina. Her research focuses on consumer psychology and digital media effects in the context of marketing, health, and risk communications.

Eunice Kim

Eunice Kim (Ph.D., University of Texas at Austin) is currently an Assistant Professor of Psychology at Ewha Woman's University. Her research focuses on advertising and consumer psychology, marketing and persuasion communications in digital media environments, and consumer-brand relationships..

Linwan Wu

Linwan Wu (Ph.D., University of Florida) is currently an Assistant Professor of Advertising and Brand Communications in School of Journalism and Mass Communications at the University of South Carolina. His research focuses on advertising psychology and consumer behavior, especially in the digital media context.

Naa Amponsah Dodoo

Naa Amponsah Dodoo (Ph.D., University of Florida) is currently an Assistant Professor of Digital Marketing and Consumer Behavior in the Marketing Communication Department at Emerson College. Her research focuses on consumer psychology and behavior, and message and contextual aspects of digital communication on persuasion.