The Deceptiveness of Sponsored News Articles: How Readers Recognize and Perceive Native Advertising
a between-subjects experiment, N = 343, testing four disclosure characteristics, namely proximity, visual prominence, wording clarity and logo presence. Reported results: logo presence and prominence raise the odds of recognition, but logo presence also raises the chance that the disclosure label is mistaken for a stand-alone display advertisement. Recognition lowered perceived article quality, attitude toward the sponsor and intent to share the article. A serial mediation analysis shows that the effects on attitudes run mainly through activation of conceptual persuasion knowledge and perceived deceptiveness of the article. The cleanest single source for the trust conseque
a between-subjects experiment, N = 343, testing four disclosure characteristics, namely proximity, visual prominence, wording clarity and logo presence. Reported results: logo presence and prominence raise the odds of recognition, but logo presence also raises the chance that the disclosure label is mistaken for a stand-alone display advertisement. Recognition lowered perceived article quality, attitude toward the sponsor and intent to share the article. A serial mediation analysis shows that the effects on attitudes run mainly through activation of conceptual persuasion knowledge and perceived deceptiveness of the article. The cleanest single source for the trust conseque
Written from the abstract read 2026-10-18.
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Wojdynski, B. W. (2016). The Deceptiveness of Sponsored News Articles: How Readers Recognize and Perceive Native Advertising. American Behavioral Scientist, 60(12), 1475-1491. doi:10.1177/0002764216660140.