Resisting covert persuasion in digital news: comparing inoculation and reactance in the processing of native advertising disclosures and in article engagement intentions
Files
Accepted manuscript
Date
2021-12
Authors
Amazeen, Michelle A.
Version
Accepted manuscript
OA Version
Citation
M.A. Amazeen. 2021. "Resisting Covert Persuasion in Digital News: Comparing Inoculation and Reactance in the Processing of Native Advertising Disclosures and in Article Engagement Intentions" Journalism and Mass Communication Quarterly: devoted to research and commentary in journalism and mass communication, Volume 98, Issue 4, pp.1129-1156. https://doi.org/10.1177/1077699020952131
Abstract
An online experiment ( N = 931) assessing recognition of and responses to native advertising sought to explore how disclosures affect behavioral intent in digital news contexts. Findings suggest that resistance to persuasive attempts conferred by native advertising disclosures is explained by both inoculation and reactance processes and demonstrates how a simple, or generic, disclosure can inoculate people against a type of message (covert advertising mimicking authentic journalism) rather than the content of the message. Furthermore, the attenuating effect of a simple disclosure on behavioral intent is fully and serially mediated through advertising recognition, increased perception of threat to freedom, and increased reactance.