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- Title
SUPERANDO O CETICISMO DO CONSUMIDOR RELATIVO À PROPAGANDA USANDO ANÚNCIOS MISTERIOSOS.
- Authors
DA COSTA HERNANDEZ, JOSÉ MAURO; MARQUES DA COSTA FILHO, MURILO CARRAZEDO
- Abstract
Consumer skepticism towards advertising is growing, an additional difficulty to be faced in a competitive and fragmented market. This skepticism makes consumers more likely to ignore advertising messages or even avoid them. Furthermore, skeptical consumers tend to form less favorable attitudes and lower purchase intentions for advertised products. In this article, we explore the use of mystery ads, a tactic that can mitigate the adverse effects of advertising skepticism. Mysterious ads delay the presentation of the identity of the target advertising object, arousing consumer curiosity, which increases attention to the ad. In two experimental studies, this article shows that consumers pay more attention to mysterious advertisements. As message processing increases, purchase intentions for the advertised product grow. The tactic has proved effective with consumers who are highly skeptical of advertising. On the other hand, less wary consumers, who naturally pay attention to advertising messages, were not affected by mysterious ads. The study contributes to the advertising literature, revealing a tactic to capture the attention of an audience that is more skeptical and resistant to persuasion.
- Subjects
PROMOTIONAL literature; SKEPTICISM; ADVERTISING; PERSUASION (Psychology); CURIOSITY
- Publication
Gestão e Sociedade, 2021, Vol 15, Issue 42, p4381
- ISSN
1980-5756
- Publication type
Article
- DOI
10.21171/ges.v15i42.3580