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Amazeen, Michelle A.
Journalism & mass communication quarterly, 12/2021, Letnik: 98, Številka: 4Journal Article
An online experiment (N = 931) assessing recognition of and responses to native advertising sought to explore how disclosures affect behavioral intent in digital news contexts. Findings suggest that resistance to persuasive attempts conferred by native advertising disclosures is explained by both inoculation and reactance processes and demonstrates how a simple, or generic, disclosure can inoculate people against a type of message (covert advertising mimicking authentic journalism) rather than the content of the message. Furthermore, the attenuating effect of a simple disclosure on behavioral intent is fully and serially mediated through advertising recognition, increased perception of threat to freedom, and increased reactance.
