Interaction Effect of Ad Puffery and Ad Skepticism on Consumer Persuasion

Douglas Alan Amyx; James R. Lumpkin

doi:10.1080/10496491.2016.1154920

Interaction Effect of Ad Puffery and Ad Skepticism on Consumer Persuasion

Douglas Alan Amyx
, James R. Lumpkin

University of Texas at Tyler

Research output: Contribution to journal › Article › peer-review

Original language	American English
Journal	Journal of Promotion Management
Volume	22
Issue number	3
DOIs	https://doi.org/10.1080/10496491.2016.1154920
State	Published - May 3 2016

Disciplines

Psychology
Public Relations and Advertising

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10.1080/10496491.2016.1154920License: Unspecified

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@article{7099353b00b04c39adaf7688eac3ec2e,

title = "Interaction Effect of Ad Puffery and Ad Skepticism on Consumer Persuasion",

author = "Amyx, \{Douglas Alan\} and Lumpkin, \{James R.\}",

note = "A 2 {\texttimes} 2 experiment was conducted to test the interaction effects of ad puffery and consumer ad skepticism on consumer persuasion using print ads for jeans. High ad skeptics (i.e., those more skeptical of ads) held a more positive attitude toward the ad than low ad skeptics (i.e., those less skeptical of ads) when a puffed (i.e., exaggerated) ad was viewed.",

year = "2016",

month = may,

day = "3",

doi = "10.1080/10496491.2016.1154920",

language = "American English",

volume = "22",

journal = "Journal of Promotion Management",

number = "3",

}

TY - JOUR

T1 - Interaction Effect of Ad Puffery and Ad Skepticism on Consumer Persuasion

AU - Amyx, Douglas Alan

AU - Lumpkin, James R.

N1 - A 2 × 2 experiment was conducted to test the interaction effects of ad puffery and consumer ad skepticism on consumer persuasion using print ads for jeans. High ad skeptics (i.e., those more skeptical of ads) held a more positive attitude toward the ad than low ad skeptics (i.e., those less skeptical of ads) when a puffed (i.e., exaggerated) ad was viewed.

PY - 2016/5/3

Y1 - 2016/5/3

UR - https://www.tandfonline.com/doi/abs/10.1080/10496491.2016.1154920

U2 - 10.1080/10496491.2016.1154920

DO - 10.1080/10496491.2016.1154920

M3 - Article

VL - 22

JO - Journal of Promotion Management

JF - Journal of Promotion Management

IS - 3

ER -

Interaction Effect of Ad Puffery and Ad Skepticism on Consumer Persuasion

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