Adolescents' perceptions of the credibility of informational content on fitness and dietary supplements: The impact of banner and native advertising

IF 3 2区心理学 Q2 PSYCHOLOGY, DEVELOPMENTAL

Journal of Adolescence Pub Date : 2024-08-20 DOI:10.1002/jad.12394

David Lacko, Hana Machackova, Lukáš Slavík

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Abstract

Introduction

The assessment of online health-related information presents a significant challenge for today's youth. Using the Processing of Commercial Media Content (PCMC) model, we investigated the impact of advertising on the perceived credibility of informational content concerning fitness (in boys) and dietary supplements (in girls).

Methods

In a survey-based preregistered experiment, 681 Czech adolescents (aged 13–18, 52% girls) were randomly assigned to three groups and exposed to websites with a banner ad, a native ad, or simple informational text without an ad.

Results

The presence of ads on websites diminishes the perceived credibility of informational content. While we did not observe the difference between banner and native advertising, we found one gender-specific difference. Specifically, boys perceive informational content linked with native ads as more credible compared to girls. Additionally, no difference was found between younger and older adolescents. Adolescents demonstrated success in identifying both types of advertisements, irrespective of their age.

Conclusions

The findings are discussed in light of individual differences and various approaches to processing online content. It appears that adolescents are accustomed to native advertising, which seamlessly integrates with traditional banner ads. Moreover, it is plausible that boys assess advertising texts more heuristically and less systematically than girls. Contrary to PCMC expectations, even younger adolescents seem to possess sufficient skills to identify the advertisements.

Abstract Image

查看原文本刊更多论文

青少年对健身和膳食补充剂信息内容可信度的看法：横幅广告和原生广告的影响。

简介对在线健康相关信息的评估是当今青少年面临的一项重大挑战。我们使用商业媒体内容处理（PCMC）模型，研究了广告对健身（男孩）和膳食补充剂（女孩）相关信息内容可信度的影响：在一项以调查为基础的预先登记实验中，681 名捷克青少年（13-18 岁，52% 为女孩）被随机分配到三组，分别接触带有横幅广告、原生广告或无广告的简单信息文本的网站：结果：网站上出现广告会降低信息内容的可信度。虽然我们没有观察到横幅广告和原生广告之间的差异，但我们发现了一种性别差异。具体来说，与女孩相比，男孩认为与原生广告相关的信息内容更可信。此外，在年龄较小和年龄较大的青少年之间也没有发现差异。无论年龄大小，青少年都能成功识别这两种类型的广告：我们将根据个体差异和处理在线内容的不同方法对研究结果进行讨论。青少年似乎已经习惯了与传统横幅广告完美结合的原生广告。此外，与女孩相比，男孩对广告文本的评估更多是启发式的，而不是系统性的。与 PCMC 的预期相反，即使是年龄较小的青少年似乎也拥有足够的技能来识别广告。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Adolescence PSYCHOLOGY, DEVELOPMENTAL-

CiteScore

6.40

自引率

2.60%

发文量

123

期刊介绍： The Journal of Adolescence is an international, broad based, cross-disciplinary journal that addresses issues of professional and academic importance concerning development between puberty and the attainment of adult status within society. It provides a forum for all who are concerned with the nature of adolescence, whether involved in teaching, research, guidance, counseling, treatment, or other services. The aim of the journal is to encourage research and foster good practice through publishing both empirical and clinical studies as well as integrative reviews and theoretical advances.