Identified disclosure to increase Consumers’ detection of native advertising

IF 2.5 2区经济学 Q2 ECONOMICS

Journal of Economic Psychology Pub Date : 2025-02-04 DOI:10.1016/j.joep.2025.102800

Dalia Shilian , Eyal Pe'er

引用次数: 0

Abstract

Native advertising of online content, such as articles embedded within news websites, is a covert attempt by marketers to influence consumers’ attitudes and behavior. Despite attempts to regulate and mandate disclosure for native ads, studies repeatedly find that consumers continue to fail to detect native and disguised ads even when they include various disclosure labels. We argue that the failure of these disclosures stems from consumers becoming so habituated to these notices that they do not recognize or use them effectively. We propose and test a form of “smart disclosure” for native ads requiring explicit identification of the name of the company or marketing agent paying for the non-original content. In two online experiments, we show how identified disclosures significantly and consistently increase detection of native ads rates compared to no disclosures or generic disclosures. We discuss important implications arising from using smart disclosures for native ads in particular and consumer protection in general.

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识别信息披露，增加消费者对原生广告的发现

在线内容的原生广告，如嵌入新闻网站的文章，是营销人员影响消费者态度和行为的一种隐蔽尝试。尽管试图对原生广告进行监管和强制披露，但研究一再发现，消费者仍然无法发现原生和伪装的广告，即使它们包含各种披露标签。我们认为，这些披露的失败源于消费者变得如此习惯这些通知，他们不承认或有效地使用它们。我们提出并测试了一种“智能披露”形式的原生广告，要求明确标识为非原创内容付费的公司或营销代理的名称。在两个在线实验中，我们展示了与没有披露或一般披露相比，识别披露如何显著且持续地提高原生广告的检测率。我们讨论了在原生广告中使用智能披露所产生的重要影响，以及一般的消费者保护。

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 Economic Psychology Multiple-

CiteScore

5.20

自引率

31.40%

发文量

审稿时长

63 days

期刊介绍： The Journal aims to present research that will improve understanding of behavioral, in particular psychological, aspects of economic phenomena and processes. The Journal seeks to be a channel for the increased interest in using behavioral science methods for the study of economic behavior, and so to contribute to better solutions of societal problems, by stimulating new approaches and new theorizing about economic affairs. Economic psychology as a discipline studies the psychological mechanisms that underlie economic behavior. It deals with preferences, judgments, choices, economic interaction, and factors influencing these, as well as the consequences of judgements and decisions for economic processes and phenomena. This includes the impact of economic institutions upon human behavior and well-being. Studies in economic psychology may relate to different levels of aggregation, from the household and the individual consumer to the macro level of whole nations. Economic behavior in connection with inflation, unemployment, taxation, economic development, as well as consumer information and economic behavior in the market place are thus among the fields of interest. The journal also encourages submissions dealing with social interaction in economic contexts, like bargaining, negotiation, or group decision-making. The Journal of Economic Psychology contains: (a) novel reports of empirical (including: experimental) research on economic behavior; (b) replications studies; (c) assessments of the state of the art in economic psychology; (d) articles providing a theoretical perspective or a frame of reference for the study of economic behavior; (e) articles explaining the implications of theoretical developments for practical applications; (f) book reviews; (g) announcements of meetings, conferences and seminars.