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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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Bibliographic Details
Main Authors:	Dix, Steve, Bolt, Daniel
Other Authors:	Erdener Kaynak
Format:	Conference Paper
Published:	International Management Development Association 2011
Online Access:	http://hdl.handle.net/20.500.11937/62284

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