Scepticism toward advertising or doubt in advertising claims is poorly researched marketing area. Negative effects of scepticism toward advertising on the achievement of advertising goals and advertising performance were confirmed several times. At the same time, scepticism toward advertising has also a positive role in protecting consumers against advertiser's deceptions. With a constant rise in the number of adds as well as advertising communication channels there is a need for more integrated, fine-grained research of scepticism toward advertising and particularly factors which may influence it. The aim of this master theses was to investigate the role of perceived objectivity of advertising claims and persuasion knowledge in scepticism toward advertising. To test these links, two correlational studies were carried out in Slovenia (N=195) and Serbia (N=269). In both samples, there was a positive association between perceived objectivity of advertising claims and scepticism toward advertising and no link between persuasion knowledge and scepticism toward advertising was established. There was no difference between the degree of scepticism toward advertising in two samples. However, participants in Slovenia and Serbia reported different level of perceived objectivity of advertising claims and persuasion knowledge. Theoretical and practical implications of this research are discussed.
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