The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats
By Bartosz W. Wojdynski, Nathaniel J. Evans. International Journal of Advertising, 2020
143 citations recorded by the source corpus.
Abstract Covert advertisements, or those that utilize the guise and delivery mechanisms of familiar non-advertising formats, differ from other more direct forms of advertising in several ways that are important for understanding users’ psychological responses. Research across various covert advertising formats including various forms of sponsored editorial content, other native advertising formats, and product placement has shown that variation consumers’ persuasive responses to such messages is largely driven by whether they recognize that such messages are advertising at all. After reviewing the findings of empirical research into covert advertising effects, we present a model of covert advertising recognition effects (CARE) that outlines potential antecedents and processes underlying the recognition of covert advertising, and maps several pathways to persuasive outcomes that are contingent on advertising recognition and perceptions related to the information in and perceived presentation of the advertisement itself.
Subfields: Gender Studies, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/328d46d92a38bac22b63803dfad9eaaf4e008644
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In Gender Studies
In Marketing
- A. Heidenreich
- Priska L. Breves
- Margaret Duffy
- Holger Schramm
- Esther Thorson
- Hyosun Kim
- Eunjin Anna Kim
- N. Liebers
In Sociology and Political Science
- A. Heidenreich
- Priska L. Breves
- Margaret Duffy
- Holger Schramm
- Esther Thorson
- Hyosun Kim
- Eunjin Anna Kim
- N. Liebers
Citations in the corpus
- Under the Influence: Social Media Influencers’ Impact on Response to Corporate Reputation Advertising (2021, background): “People are more skeptical and feel negative toward messages and sources they perceive as attempting to manipulate them (Wojdynski and Evans 2020).”
- Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers (2021, methodology): “However, in line with the CARE model (Wojdynski and Evans 2020), when confronted with a promotional post, followers should use the character schema associated with the SMI to judge the persuasive message, thus diminishing the effect of advertising disclosures on the follower’s persuasion knowledge…”
- Keeping up with influencers: exploring the impact of social presence and parasocial interactions on Instagram (2021, background): “…impairs individuals ability to process information carefully and systematically, causing them to disenage in advertiser’s persuasion attemts (Wojdynski and evans 2020). numerous studies have shown that one of the cues that activates persuasion knowledge is sponsorship disclosure, and…”