Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience
The aim is to re-examine Obermiller et al. (2005) and Hardesty et al.’s (2002) findings on scepticism, within an Australian context. In addition, another possible moderator, product category experience is tested for its influence on brand attitude. Results revealed that ad scepticism had the gr...
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| Other Authors: | |
| Format: | Conference Paper |
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International Management Development Association
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/62284 |
| _version_ | 1848760822932701184 |
|---|---|
| author | Dix, Steve Bolt, Daniel |
| author2 | Erdener Kaynak |
| author_facet | Erdener Kaynak Dix, Steve Bolt, Daniel |
| author_sort | Dix, Steve |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The aim is to re-examine Obermiller et al. (2005) and Hardesty et al.’s (2002) findings on scepticism, within an Australian context. In addition, another possible moderator, product category experience is tested for its influence on brand attitude. Results revealed that ad scepticism had the greatest (negative) impact on brand attitude and purchase intention. No significant moderating relationship was evident between brand familiarity, product category experience and media platform on brand attitude. Results from this study emphasize to advertisers the negative effect of scepticism on advertising’s effectiveness to persuade consumers to buy an advertised brand. |
| first_indexed | 2025-11-14T10:21:53Z |
| format | Conference Paper |
| id | curtin-20.500.11937-62284 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:21:53Z |
| publishDate | 2011 |
| publisher | International Management Development Association |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-622842023-02-02T07:57:35Z Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience Dix, Steve Bolt, Daniel Erdener Kaynak Talha Harcar The aim is to re-examine Obermiller et al. (2005) and Hardesty et al.’s (2002) findings on scepticism, within an Australian context. In addition, another possible moderator, product category experience is tested for its influence on brand attitude. Results revealed that ad scepticism had the greatest (negative) impact on brand attitude and purchase intention. No significant moderating relationship was evident between brand familiarity, product category experience and media platform on brand attitude. Results from this study emphasize to advertisers the negative effect of scepticism on advertising’s effectiveness to persuade consumers to buy an advertised brand. 2011 Conference Paper http://hdl.handle.net/20.500.11937/62284 International Management Development Association restricted |
| spellingShingle | Dix, Steve Bolt, Daniel Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience |
| title | Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience |
| title_full | Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience |
| title_fullStr | Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience |
| title_full_unstemmed | Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience |
| title_short | Consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience |
| title_sort | consumer scepticism towards persuasive advertising: the moderating role of brand familiarity and product category experience |
| url | http://hdl.handle.net/20.500.11937/62284 |