On the Origin and Distinctness of Skepticism toward Advertising

被引：1

作者：

Obermiller C. ^{[1
]}

Spangenberg E.R. ^{[2
]}

机构：

[1] Albers School of Business, Seattle University, Seattle

[2] Department of Marketing, College of Business and Economics, Washington State University, Pullman

来源：

Marketing Letters | 2000年 / 11卷 / 4期

关键词：

Advertising; Intergenerational; Skepticism;

D O I：

10.1023/A:1008181028040

中图分类号：

学科分类号：

摘要：

Two studies were conducted to investigate the origin and distinctness of consumer skepticism toward advertising, defined as a tendency to disbelieve advertising claims by Obermiller and Spangenberg (1998). The first study examined the role of socialization in the family by comparing levels of ad skepticism across generations. Significant associations were strongest for female children with their fathers; less strong but apparent for male children with their mothers. Further, the associations diminished with age, which was considered a surrogate for time away from home. The second study explored the relationship between skepticism toward advertising and skepticism toward other sources of product information. The results indicated some overlap between skeptical beliefs about advertising and salespeople, but, otherwise, ad skepticism appeared to be a separate construct from skepticism toward other sources of product information. Moreover, advertising was viewed as the least believable of the five sources of product information that were considered.

引用

页码：311 / 322

页数：11

共 32 条

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