Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms
Van Reijmersdal and colleagues examine two opposite mechanisms, activation of conceptual persuasion knowledge and perceived transparency of native advertising, to explain positive and negative effects of sponsorship disclosures on brand attitude and purchase intention, and the role of message source. In an experiment, disclosures reduced persuasion through activated persuasion knowledge: readers who understood that a blog post was advertising due to a disclosure showed more attitudinal persuasion knowledge, which led to less positive brand attitudes and lower purchase intention. The disclosure also had an enhancing effect through transparency.
Van Reijmersdal and colleagues examine two opposite mechanisms, activation of conceptual persuasion knowledge and perceived transparency of native advertising, to explain positive and negative effects of sponsorship disclosures on brand attitude and purchase intention, and the role of message source. In an experiment, disclosures reduced persuasion through activated persuasion knowledge: readers who understood that a blog post was advertising due to a disclosure showed more attitudinal persuasion knowledge, which led to less positive brand attitudes and lower purchase intention. The disclosure also had an enhancing effect through transparency.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
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Van Reijmersdal, E. A., Brussee, E., Evans, N. J., & Wojdynski, B. W. (2023). Disclosure-Driven Recognition of Native Advertising: A Test of Two Competing Mechanisms. Journal of Interactive Advertising, 23(2), 85-97. doi:10.1080/15252019.2022.2146991.