Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising
Wojdynski and Evans ran two experiments on how the language and position of native advertising disclosures affect recognition of the content as advertising, the effect of recognition on brand and publisher evaluations, and whether disclosure position affects visual attention. Middle or bottom positioning and the wording advertising or sponsored increased recognition compared with other conditions, and recognition generally led to more negative evaluations. Visual attention mediated the link between disclosure position and recognition.
Wojdynski and Evans ran two experiments on how the language and position of native advertising disclosures affect recognition of the content as advertising, the effect of recognition on brand and publisher evaluations, and whether disclosure position affects visual attention. Middle or bottom positioning and the wording advertising or sponsored increased recognition compared with other conditions, and recognition generally led to more negative evaluations. Visual attention mediated the link between disclosure position and recognition.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
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Wojdynski, B. W., & Evans, N. J. (2016). Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising. Journal of Advertising, 45(2), 157-168. doi:10.1080/00913367.2015.1115380.