Do consumers believe advertising is negatively affected when placed near news perceived as biased?

Jisu Huh, Leonard N. Reid

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

Abstract

This study was conducted to explore (1) whether consumers believe that the credibility of advertising is negatively affected when placed in proximity to news perceived as biased; (2) if consumers believe that the credibility of news is negatively affected when advertising is distrusted; and (3) whether consumers’ rub-off beliefs about news and advertising are associated with their predispositional and demographic characteristics. Contrary to our prediction, this study’s findings indicate that consumers do not believe that “advertisers are tarnished by the same brush” when their ads are placed near distorted news. They also indicate that consumers do not believe that news is negatively affected by negative feelings about advertising.

Original languageEnglish (US)
Pages (from-to)15-26
Number of pages12
JournalJournal of Current Issues and Research in Advertising
Volume29
Issue number2
DOIs
StatePublished - 2007

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