Marketing Deception

8/6/2019 Marketing Deception

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The effect of advertorial deception on irritation, credibility, and attitude, bothfor the advertiser and advertising medium


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Introduction ................................................................................ 91.1 Introductory ................................................................................... 91.2 Problem discussion ..................................................................... 111.3 Purpose ....................................................................................... 111.3.1 Fulfillment of purpose ....................................................... 11

1.3.2 Structure of research questions ........................................ 121.3.3 Research question structure ............................................. 13

1.4 Perspective ................................................................................. 131.5 Delimitations ................................................................................ 131.6 Methodology ................................................................................ 141.7 Structure of thesis ....................................................................... 14

1.7.1 Introduction ....................................................................... 141.7.2 Background ...................................................................... 141.7.3 Frame of Reference .......................................................... 141.7.4 Method .............................................................................. 141.7.5 Empirical Material ............................................................. 141.7.6 Analysis ............................................................................ 151.7.7 Conclusion ........................................................................ 151.7.8 Disussion .......................................................................... 15

2 Background ........................................................................ 162.1 The development of news advertising ......................................... 162.2 Emerging threats change conditions ........................................... 162.3 Increased interest in the web ...................................................... 172.4 Online advertising on a decrease ................................................ 172.5 Free news; was it a mistake? ...................................................... 182.6 A need for resolution ................................................................... 182.7 Advertorials, part of a sustainable solution? ................................ 18

3 Frame of reference ............................................................. 193.1 Advertorials and research ........................................................... 19

3.1.1 Popular advertising format ................................................ 193.1.2 Yet subtle and non-intrusive ............................................. 19

3.2 Online context: differences and issues ........................................ 203.2.1 Characteristics of online advertising ................................. 203.2.2 Specific effects of the online context ................................. 21

3.3 Deceptive advertising and recognition ......................................... 223.4 Credibility .................................................................................... 243.4.1 Operational definition ........................................................ 243.4.2 What constitutes credibility ............................................... 243.4.3 Hovlands model of attribution of credibility ....................... 243.4.4 Aftonbladet and Volvo in Hovlands model ....................... 253.4.5 News credibility ................................................................. 263.4.6 The effects of using advertorials ....................................... 273.4.7 Brand credibility ................................................................ 28

3.5 Irritation ....................................................................................... 283.5.1 Irritation and level of deception ......................................... 28


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3.5.2 What is irritating? .............................................................. 283.6 Consumer attitude and behavior ................................................. 29

3.6.1 Attitude toward brand ........................................................ 293.6.2 Advertising avoidance ....................................................... 303.6.2.1 Rising phenomenon ......................................................................................... 303.6.2.2 Reasons for advertising avoidance .......................................................... ........ 313.6.3 Likeliness to return to site ................................................. 31

3.7 Consumer view on advertorials ................................................... 313.8 Summary of hypotheses .............................................................. 32

4 Method ................................................................................ 344.1 Research perspective .................................................................. 34

4.1.1 Nature of purpose ............................................................. 344.1.2 Multi method approach ..................................................... 34

4.2 Primary data ................................................................................ 354.2.1 Pilot test ............................................................................ 354.2.2 Experiment ....................................................................... 354.2.2.1 Design .............................................................................................................. 354.2.2.2 The treatment .................................................................................................. 374.2.2.3 Multiple-group experiment .............................................................................. 384.2.2.4 Preparations for the experiment .............................................................. ........ 384.2.2.5 Measuring deceptiveness of advertorials ..................................... ................... 384.2.2.6 Suggested guidelines for disguise content analysis ........................................ 384.2.3 Questionnaire ................................................................... 404.2.3.1 How to formulate questions .......................................................... ................... 404.2.3.2 Types of questions used ................................................................................... 404.2.3.3 How to write questions .................................................................................... 414.2.3.4 On coding of questions .................................................................................... 414.2.3.5 Selection of sample ............................................................... ........................... 434.2.3.6 Data requirements table .................................................................................. 444.2.3.7 Scale measurements ..................................................................... ................... 454.2.3.8 Construction of hypotheses .............................................................. ................ 454.2.3.9 Execution of experiment .................................................................................. 454.2.4 Interviews ......................................................................... 454.2.4.1 Complementary embedded study ................................................. ................... 454.2.4.2 Semi structured interviews ............................................... .............................. 454.2.4.3 Considerations when performing interviews .................................................. 46

4.3 Secondary data ........................................................................... 474.3.1 Adopted scales ................................................................. 474.3.2 Search words .................................................................... 474.3.2.1 On Google scholar ................................................................ ............................ 474.3.2.2 Scholarly Journals and Periodicalsfrom e-JULIA .......... .............................. 47

4.4 Data analysis ............................................................................... 484.4.1 Method of analysis ............................................................ 484.4.1.1 Summing up the sample ................................................................................. 484.4.1.2 Codebook ......................................................... ................................................. 494.4.1.3 Compound variables: summing up the constructs ......................................... 51

4.5 Validity ......................................................................................... 514.5.1 Operational definition ........................................................ 514.5.2 Internal validity .................................................................. 514.5.3 External validity & generalisability ..................................... 514.5.4 Construct validity .............................................................. 524.5.4.1 Summary of Cronbach alpha for all constructs ..................................... ........ 524.5.5 Criterion-related validity .................................................... 52


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4.6 Reliability ..................................................................................... 534.6.1 Operational definition ........................................................ 534.6.2 Observer error and observer bias ..................................... 534.6.3 Subject/Participant error ................................................... 534.6.4 Subject/Participant bias .................................................... 54

5 Empirical findings .............................................................. 555.1 Proposed changes for hypotheses .............................................. 555.2 Mean values for hypotheses ....................................................... 555.3 Test for normality ......................................................................... 555.4 Hypothesis testing ....................................................................... 55

5.4.1 Choice of statistical method .............................................. 555.4.2 Kruskal-Wallis test ............................................................ 565.4.2.1 Result ............................................................................................................... 565.4.3 One-way between groups ANOVA test ............................. 565.4.3.1 Result ............................................................................................................... 565.4.4 Hypotheses for Volvo ........................................................ 575.4.4.1 Hypothesis 1: Perceived expertise of Volvo ...................................................... 575.4.4.2 Hypothesis 2: Perceived trustworthiness of Volvo .......................................... 575.4.4.3 Hypothesis 3: Irritation with Volvo ........................................................ ........ 575.4.4.4 Hypothesis 4: Brand attitude towards Volvo .................................................. 575.4.4.5 Hypothesis 5: Advertising avoidance for Volvo .............................................. 585.4.5 Hypotheses for Aftonbladet.se .......................................... 585.4.5.1 Hypothesis 6: Perceived expertise of Aftonbladet.se ........................................ 585.4.5.2 Hypothesis 7: Perceived trustworthiness of Aftonbladet.se ............................ 585.4.5.3 Hypothesis 8: Irritation with Aftonbladet.se .................................................. 585.4.5.4 Hypothesis 9: Brand attitude towards Aftonbladet.se...... .............................. 595.4.5.5 Hypothesis 10: Likeliness to return to Aftonbladet.se .................................... 595.4.6 Hypothesis regarding the aspects of the advertorial ......... 595.4.6.1 Hypothesis 11: Advertising recognition ............................... ........................... 595.4.7 Summarizing results of hypotheses .................................. 60

5.5 Hierarchical multiple regression .................................................. 605.5.1 Summary of measurements .............................................. 605.5.2 Volvo ................................................................................. 615.5.2.1 Attitude towards Volvo ......................................................... ........................... 615.5.2.2 Advertising avoidance of Volvo ............................................................... ........ 615.5.3 Aftonbladet.se ................................................................... 625.5.3.1 Attitude towards Aftonbladet.se .............................................................. ........ 625.5.3.2 Likeliness to return to Aftonbladet.se ............................................................. 62

5.6 Other grouping variables in the Kruskal-Wallis test ..................... 635.6.1 Grouping variable: Recognition of advert by participant ... 635.6.2 Grouping variable: Sex of respondent .............................. 63

5.7 Summary of interviews ................................................................ 636 Analysis............................................................................... 66

6.1 Credibility .................................................................................... 666.2 Irritation ....................................................................................... 686.3 Consequences on brand attitudes & consumer behavior ............ 68

6.3.1 Brand attitudes.................................................................. 686.3.2 Consumer behavior .......................................................... 69

6.4 Recognition ................................................................................. 706.5 View on the use of advertorials and its ethical concerns ............. 716.6 Significant relationships between variables ................................. 72


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7 Conclusion .......................................................................... 748 Discussion .......................................................................... 77

8.1 Research quality and methods .................................................... 778.2 Future research suggestions ....................................................... 77

8.2.1

Alternative 9 group research design ................................. 77

8.2.2 Examine advertorials from a brand allianceperspective .................................................................................. 788.2.3 Advertiser consistency ...................................................... 788.2.4 Removing bias by making a fake news site ...................... 78

9 Bibliography ....................................................................... 7910 Appendix ............................................................................. 86

10.1 Mock up advertorials ................................................................... 8610.1.1Low deception................................................................... 8610.1.2Medium deception ............................................................ 8710.1.3High deception .................................................................. 88

10.2 Study log of the pilot test ............................................................. 8910.3 Questionnaire - Swedish version ................................................. 90

10.3.1Aftonbladet.se ................................................................... 9010.3.2Volvo ................................................................................. 91

10.4 Questionnaire - English version .................................................. 9310.4.1Aftonbladet.se ................................................................... 9310.4.2Volvo ................................................................................. 94

10.5 Irritation measures....................................................................... 9610.6 Credibility measure ...................................................................... 9710.7 Interview guide - Swedish ........................................................... 9810.8 Interview guide - English ............................................................. 9810.9 Interview summary ...................................................................... 9910.10 SPSS outputs ............................................................................ 103

10.10.1 Test for normality ....................................................... 10310.10.2 Result from one-way between groups ANOVA test.... 10410.10.3 Homogeneity of variance ........................................... 104

10.11 Experiment poster ..................................................................... 105


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(A. Santos, 1999)

(Cronbach, 1951)

(A. Santos, 1999; George & Mallery, 2003; Bland &

Altman, 1997)

(George & Mallery, 2003)

(1995)


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(Batra & Ahtola, 1990)

(2000)

(Till & Busler, 2000)


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(1996) (1995)

(2004)


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Lewis, & Thornhill, 2007)


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Documents

Marketing Deception