The moderating effect of manipulative intent and cognitive resources on the evaluation of narrative ads

By Daniel Wentzel, Torsten Tomczak, Andreas Herrmann. 2010

198 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/2de05ee3a4ad6cf64ec6d83e3b172937416ff7e6

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

1. Sophie C. Boerman
2. E. V. van Reijmersdal
3. Esther Rozendaal
4. Alexandra Dima
5. Yung Kyun Choi
6. Sukki Yoon
7. Xiaozhu Li
8. Yuri Seo

In Marketing

1. Sophie C. Boerman
2. E. V. van Reijmersdal
3. Alexandra Dima
4. Esther Rozendaal
5. Sukki Yoon
6. Xiaozhu Li
7. Yung Kyun Choi
8. Yuri Seo

In Sociology and Political Science

1. Sophie C. Boerman
2. E. V. van Reijmersdal
3. Esther Rozendaal
4. Alexandra Dima
5. Yung Kyun Choi
6. Sukki Yoon
7. Xiaozhu Li
8. Yuri Seo

Citations in the corpus

• Narrative Transportation and Paratextual Features of Social Media in Viral Advertising (2018, background): “In the same vein, Wentzel, Tomczak, and Herrmann (2010) show that the salience of manipulative intent negatively impacts the evaluation of narrative advertising because in such conditions consumers evaluate advertising in a more analytical fashion, which, in turn, decreases the perceived enjoyment…”
• Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC) (2018, background): “Due to their critical attitude, these people tend to be more suspicious and therefore more likely to adopt an analytical processing style to evaluate the source and intent of media content (Wentzel, Tomczak, and Herrmann 2010).”