Construct · 1 fields · 1 citations

advertising skepticism: a standalone construct

One name. One construct. A landmark on the map.

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advertisingskepticism1 CONSTRUCTAdvertising skepticismOBERMILLER · ADVERTISING

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Advertising

a general tendency to disbelieve the informational claims of advertising.

In advertising, advertising skepticism refers to a general tendency to disbelieve the informational claims of advertising. This meaning comes from Obermiller (1998) in Journal of Consumer Psychology.[1]

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References

  1. Obermiller, C., & Spangenberg, E. R. (1998). Development of a Scale to Measure Consumer Skepticism Toward Advertising. Journal of Consumer Psychology, 7(2), 159-186. https://doi.org/10.1207/s15327663jcp0702_03

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