Can the truth hurt? How honest and persuasive advertising can unintentionally lead to increased consumer skepticism

Scott Koslow*

*Corresponding author for this work

Research output: Contribution to journalArticle

60 Citations (Scopus)

Abstract

In some situations, unsought, honest, but persuasive advertising claims may be difficult for many consumers to believe. To resist the hidden tactics and persuasive efforts of advertisers, defensively motivated consumers may challenge claims even if they have no rational reason for doing so. That is, consumer skepticism may evolve as a defensive coping and reactance response to pervasive advertising attempts.

Original languageEnglish
Pages (from-to)245-268
Number of pages24
JournalJournal of Consumer Affairs
Volume34
Issue number2
Publication statusPublished - 2000
Externally publishedYes

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