Consumers’ responses to native vs. banner advertising: moderation of persuasion knowledge on interaction effects of ad type and placement type

References

• American Marketing Association. 2013. Resource Library Dictionary. Marketing Power. http://www.marketingpower.com/_layouts/dictionary.aspx (accessed September 25, 2015).
   Google Scholar
• An, S., H.S. Jin, and E.H. Park 2014. Children's advertising literacy for advergames: Perceptions of the game as advertising. Journal of Advertising 43, no. 1: 63–72.
   Web of Science ®Google Scholar
• Bearden, W.O., D.M. Hardesty, and R.L. Rose. 2001. Consumer self-confidence: Refinements in conceptualization and measurement. Journal of Consumer Research 28, no. 1: 121–34.
   Web of Science ®Google Scholar
• Broach Jr, V.C., T.J. Page Jr, and R.D. Wilson. 1995. Television programming and its influence on viewers' perceptions of commercials: The role of program arousal and pleasantness. Journal of Advertising 24, no. 4: 45–54.
   Web of Science ®Google Scholar
• Brusse, E.D.A., M.L. Fransen, and E.G. Smit. 2015. The more you say, the less they hear. Journal of Media Psychology 27, no. 4: 159–69.
   Web of Science ®Google Scholar
• Campbell, C., J. Cohen, and J. Ma. 2014. Advertisements just aren't advertisements anymore: A new typology for evolving forms of online advertising. Journal of Advertising Research 54, no. 1: 7–10.
   Web of Science ®Google Scholar
• Campbell, M.C., and A. Kirmani. 2000. Consumers' use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research 27, no. 1: 69–83.
   Web of Science ®Google Scholar
• Campbell, C., and L.J. Marks. 2015. Good native advertising isn't a secret. Business Horizons 58, no. 6: 599–606.
   Web of Science ®Google Scholar
• Carlson, M. 2015. When news sites go native: Redefining the advertising–editorial divide in response to native advertising. Journalism 16, no. 7: 849–65.
   Web of Science ®Google Scholar
• Choi, S.M., and N.J. Rifon. 2002. Antecedents and consequences of web advertising credibility: A study of consumer response to banner ads. Journal of Interactive Advertising 3, no. 1: 12–24.
   Google Scholar
• Chun, K.Y., J.H. Song, C.R. Hollenbeck, and J.H. Lee. 2014. Are contextual advertisements effective? The moderating role of complexity in banner advertising. International Journal of Advertising 33, no. 2: 351–71.
   Web of Science ®Google Scholar
• Couldry, N., and J. Turow. 2014. Advertising, big data and the clearance of the public realm: marketers' new approaches to the content subsidy. International Journal of Communication 8: 1710–26.
   Web of Science ®Google Scholar
• Dahlén, M. 2005. The Medium as a contextual cue: Effects of creative media choice. Journal of Advertising 34, no. 3: 89–98.
   Web of Science ®Google Scholar
• Dahlén, M., and M. Edenius. 2007. When is advertising advertising? Comparing responses to non-traditional and traditional advertising media. Journal of Current Issues & Research in Advertising 29, no. 1: 33–42.
   Google Scholar
• Darke, P.R., and R.J. Ritchie. 2007. The defensive consumer: Advertising deception, defensive processing, and distrust. Journal of Marketing Research 44, no. 1: 114–27.
   Web of Science ®Google Scholar
• Dens N., P. De Pelsmacker, M. Wouters, and N. Purnawirawan. 2012. Do you like what you recognize?. Journal of Advertising 41, no. 3: 35–54.
   Web of Science ®Google Scholar
• De Pelsmacker, P., M. Geuens, and P. Anckaert. 2002. Media context and advertising effectiveness: The role of context appreciation and context/ad similarity. Journal of Advertising 31, no. 2: 49–61.
   Web of Science ®Google Scholar
• Dix, S., and I. Phau. 2009. Spotting the disguises and masquerades: Revisiting the boundary between editorial and advertising. Marketing Intelligence & Planning 27, no. 3: 413–27.
   Google Scholar
• Evans, N.J., and D. Park. 2015. Rethinking the persuasion knowledge model: Schematic antecedents and associative outcomes of persuasion knowledge activation for covert advertising. Journal of Current Issues and Research in Advertising 36, no. 2: 157–76.
   Google Scholar
• Fransen, M.L., P.W.J. Verlegh, A. Kirmani, and E.G. Smit. 2015. A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them. International Journal of Advertising 34, no. 1: 6–16.
   Web of Science ®Google Scholar
• Friestad, M., and P. Wright. 1994. The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research 21, no. 1: 1–31.
   Web of Science ®Google Scholar
• Friestad, M., and P. Wright. 1999. Everyday persuasion knowledge. Psychology & Marketing 16, no. 2: 185–94.
   Web of Science ®Google Scholar
• Goldberg, M.E., and G.J. Gorn. 1987. Happy and sad TV programs: How they affect reactions to commercials. Journal of Consumer Research 14, no. 3: 387–403.
   Web of Science ®Google Scholar
• Ha, L. 2017. Digital advertising clutter in an age of mobile media. In Digital advertising: theory and research, ed. S. Rodgers and E. Thorson, 69–85. New York: Taylor & Francis.
   Google Scholar
• Ha, L., and K. McCann. 2008. An integrated model of advertising clutter in offline and online media. International Journal of Advertising 27, no. 4: 569–92.
   Web of Science ®Google Scholar
• Ham, C.D., M.R Nelson, and S. Das. 2015. How to measure persuasion knowledge. International Journal of Advertising 34, no. 1: 17–53.
   Web of Science ®Google Scholar
• Herr, P.M. 1989. Priming price: Prior knowledge and context effects. Journal of Consumer Research 16, no. 1: 67–75.
   Web of Science ®Google Scholar
• Janssens, W., P. De Pelsmacker, and M. Geuens. 2012. Online advertising and congruency effects: It depends on how you look at it. International Journal of Advertising 31, no. 3: 579–604.
   Web of Science ®Google Scholar
• Kalyanaraman, S., and S.S. Sundar, 2006. The psychological appeal of personalized content in web portals: does customization affect attitudes and behavior?. Journal of Communication 56, no. l1: 110–32.
   Web of Science ®Google Scholar
• Kim, S, and M.C. Choi. 2012. An examination of effects of credibility and congruency on consumer responses to banner advertisements. Journal of Internet Commerce 11, no. 2: 139–60.
   Google Scholar
• Kim, S.J., and J.T. Hancock. 2017. How advertorials deactivate advertising schema: MTurk based experiments to examine persuasion tactics and outcomes in health advertisements. Communication Research 44, no. 7: 1019–45.
   Web of Science ®Google Scholar
• Lazauskas, J. 2014. Study: Sponsored content has a trust problem. Contently.com, July 9. https://contently.com/strategist/2014/07/09/study-sponsored-content-has-a-trust-problem-2/ (accessed February 15, 2016).
   Google Scholar
• Lee, J., S. Kim, and C.D. Ham. 2016. A double-edged sword? Predicting consumers’ attitudes toward and sharing intention of native advertising on social media. American Behavioral Scientist 60, no. 12: 1425–41.
   Web of Science ®Google Scholar
• MacKenzie, S.B., and R.J. Lutz. 1989. An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing 53, no. 2: 48–65.
   Web of Science ®Google Scholar
• Malthouse, E.C., B.J. Calder, and A. Tamhane. 2007. The effects of media context experiences on advertising effectiveness. Journal of Advertising 36, no. 3: 7–18.
   Web of Science ®Google Scholar
• Martin, L.L., J.J. Seta, and R.A. Crelia. 1990. Assimilation and contrast as a function of people's willingness and ability to expend effort in forming an impression. Journal of Personality and Social Psychology 59, no. 1: 27–37.
   Web of Science ®Google Scholar
• Matteo, S., and C.D. Zotto. 2015. Native advertising, or how to stretch editorial to sponsored content within a transmedia branding era. In Handbook of media branding, ed. G. Siegert, K. Förster, S. Chan-Olmsted and M. Ots, 169–85. Cham: Springer International Publishing.
   Google Scholar
• Matthes, J., C. Schemer, and W. Wirth. 2007. More than meets the eye: Investigating the hidden impact of brand placements in television magazines. International Journal of Advertising 26, no. 4: 477–503.
   Web of Science ®Google Scholar
• Meyers-Levy, J., and B. Sternthal. 1993. A two-factor explanation of assimilation and contrast effects. Journal of Marketing Research 30, no. 3: 359–68.
   Web of Science ®Google Scholar
• Meyers-Levy, J., and A.M. Tybout. 1997. Context effects at encoding and judgment in consumption settings: The role of cognitive resources. Journal of Consumer Research 24, no. 1: 1–14.
   Web of Science ®Google Scholar
• Nielsen. 2011. Audience analysis behind the AOL Huffington post deal. February 18. http://www.nielsen.com/us/en/insights/news/2011/aol-huffington-post.html (accessed September 25, 2015).
   Google Scholar
• Oikawa, M., H. Aarts, and H. Oikawa. 2011. There is a fire burning in my heart: The role of causal attribution in affect transfer. Cognition and Emotion 25, no. 1: 156–63.
   PubMed Web of Science ®Google Scholar
• Payne, B.K., C.M. Cheng, O. Govorun, and B.D. Stewart. 2005. An inkblot for attitudes: Affect misattribution as implicit measurement. Journal of Personality and Social Psychology 89, no. 3: 277–93.
   PubMed Web of Science ®Google Scholar
• Pulizzi, J. 2015. Native advertising is not content marketing, Content Marketing Institute, August 26. http://contentmarketinginstitute.com/2015/08/native-advertising-content-marketing/ (accessed February 15, 2016).
   Google Scholar
• Rifon, N.J., S.M. Choi, C.S. Trimble, and H. Li. 2004. Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising 33, no. 1: 30–42.
   Web of Science ®Google Scholar
• Shen, F., and Q. Chen. 2007. Contextual priming and applicability: Implications for ad attitude and brand evaluations. Journal of Advertising 36, no. 1: 69–80.
   Web of Science ®Google Scholar
• Stafford, T.F. and M.R. Stafford. 2002. The advantages of atypical advertisements for stereotypical product categories. Journal of Current Issues and Research in Advertising 24, no. 1: 25–37.
   Google Scholar
• Stapel, D.A., W. Koomen, and A.S. Velthuijsen. 1998. Assimilation or contrast?: Comparison relevance, distinctness, and the impact of accessible information on consumer judgments. Journal of Consumer Psychology 7, no. 1: 1–24.
   Google Scholar
• Taylor, C.R. 2017. Native advertising: The black sheep of the marketing family. International Journal of Advertising 36, no. 2: 207–9.
   Web of Science ®Google Scholar
• Tutaj, K., and E.A. Van Reijmersdal. 2012. Effects of online advertising format and persuasion knowledge on audience reactions. Journal of Marketing Communications 18, no. 1: 5–18.
   Google Scholar
• Van Reijmersdal, E.A. 2011. Mixing advertising and editorial content in radio programmes: Appreciation and recall of brand placements versus commercials. International Journal of Advertising 30, no. 3: 425–46.
   Web of Science ®Google Scholar
• Wang, K.Y., E. Shih, and L.A. Peracchio. 2013. How banner ads can be effective: Investigating the influences of exposure duration and banner ad complexity. International Journal of Advertising 32, no. 1: 121–41.
   Web of Science ®Google Scholar
• Wei, M., E. Fischer, and K.J. Main. 2008. An examination of the effects of activating persuasion knowledge on consumer response to brands engaging in covert marketing. Journal of Public Policy and Marketing 27, no. 1: 34–44.
   Web of Science ®Google Scholar
• Wojdynski, B.W. 2016. Native advertising: Engagement, deception, and implications for theory. In The new advertising: Branding, content and consumer relationships in a data-driven social media era, ed. R. Brown, V.K. Jones, and B.M. Wang, 203–36. Santa Barbara, CA: Praeger/ABC Clio.
   Google Scholar
• Wojdynski, B.W., and N.J. Evans. 2016. Going native: Effects of disclosure position and language on the recognition and evaluation of online native advertising. Journal of Advertising 45, no. 2: 157–68.
   Web of Science ®Google Scholar
• Wojdynski, B.W., N.J. Evans, and M.G. Hoy. 2017. Measuring sponsorship transparency in the age of native advertising. Journal of Consumer Affairs. DOI:10.1111/joca.12144.
   PubMed Web of Science ®Google Scholar
• Wojdynski, B.W., and G.J. Golan. 2016. Native advertising and the future of mass communication. American Behavioral Scientist 60, no. 12: 1403–7.
   Web of Science ®Google Scholar
• Yaveroglu, I., and N. Donthu. 2008. Advertising repetition and placement issues in on-line environments. Journal of Advertising 37, no. 2: 31–44.
   Web of Science ®Google Scholar
• Yi, Y. 1990. Cognitive and affective priming effects of the context for print advertisements. Journal of Advertising 19, no. 2: 40–8.
   Web of Science ®Google Scholar
• Yi, Y. 1993. Contextual priming effects in print advertisements: The moderating role of prior knowledge. Journal of Advertising 22, no. 1: 1–10.
   Web of Science ®Google Scholar
• Yoo, C.Y. 2009. Effects beyond click-through: Incidental exposure to web advertising. Journal of Marketing Communications 15, no. 4: 227–246.
   Google Scholar
• Youn, S., and M. Lee. 2012. In-game advertising and advergames: A review of the past decade's research. In Advertising theory, ed. S. Rodgers and E. Thorson, 388–401. New York: Taylor and Francis.
   Google Scholar