Coping with high advertising exposure: a source-monitoring perspective
Abstract Consumers are exposed to large amounts of advertising every day. One way to avoid being manipulated is to monitor the sources of persuasive messages. In the present study it was tested whether high exposure to advertising affects the memory and guessing processes underlying source attributi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
SpringerOpen
2022-09-01
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| Series: | Cognitive Research |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s41235-022-00433-2 |
| _version_ | 1811273601534394368 |
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| author | Raoul Bell Laura Mieth Axel Buchner |
| author_facet | Raoul Bell Laura Mieth Axel Buchner |
| author_sort | Raoul Bell |
| collection | DOAJ |
| description | Abstract Consumers are exposed to large amounts of advertising every day. One way to avoid being manipulated is to monitor the sources of persuasive messages. In the present study it was tested whether high exposure to advertising affects the memory and guessing processes underlying source attributions. Participants were exposed to high or low proportions of advertising messages that were intermixed with product statements from a trustworthy source. In a subsequent memory test, participants had to remember the sources of these statements. In Experiments 1 and 2, high advertising exposure led to increased source memory and decreased recognition of the statements in comparison to low advertising exposure. High advertising exposure also induced an increased tendency toward guessing that statements whose sources were not remembered came from advertising. The results of Experiment 3 suggest that the presence of advertising, relative to its absence, leads to a skeptical guessing bias. Being exposed to advertising thus has pronounced effects on the memory and guessing processes underlying source attributions. These changes in source monitoring can be interpreted as coping mechanisms that serve to protect against the persuasive influence of advertising messages. |
| first_indexed | 2024-04-12T23:02:11Z |
| format | Article |
| id | doaj.art-32e37942c4424d238ec505e2a3fb29d8 |
| institution | Directory Open Access Journal |
| issn | 2365-7464 |
| language | English |
| last_indexed | 2024-04-12T23:02:11Z |
| publishDate | 2022-09-01 |
| publisher | SpringerOpen |
| record_format | Article |
| series | Cognitive Research |
| spelling | doaj.art-32e37942c4424d238ec505e2a3fb29d82022-12-22T03:13:00ZengSpringerOpenCognitive Research2365-74642022-09-017111910.1186/s41235-022-00433-2Coping with high advertising exposure: a source-monitoring perspectiveRaoul Bell0Laura Mieth1Axel Buchner2Department of Experimental Psychology, Heinrich Heine University DüsseldorfDepartment of Experimental Psychology, Heinrich Heine University DüsseldorfDepartment of Experimental Psychology, Heinrich Heine University DüsseldorfAbstract Consumers are exposed to large amounts of advertising every day. One way to avoid being manipulated is to monitor the sources of persuasive messages. In the present study it was tested whether high exposure to advertising affects the memory and guessing processes underlying source attributions. Participants were exposed to high or low proportions of advertising messages that were intermixed with product statements from a trustworthy source. In a subsequent memory test, participants had to remember the sources of these statements. In Experiments 1 and 2, high advertising exposure led to increased source memory and decreased recognition of the statements in comparison to low advertising exposure. High advertising exposure also induced an increased tendency toward guessing that statements whose sources were not remembered came from advertising. The results of Experiment 3 suggest that the presence of advertising, relative to its absence, leads to a skeptical guessing bias. Being exposed to advertising thus has pronounced effects on the memory and guessing processes underlying source attributions. These changes in source monitoring can be interpreted as coping mechanisms that serve to protect against the persuasive influence of advertising messages.https://doi.org/10.1186/s41235-022-00433-2Source memorySource-monitoring frameworkAdvertising exposureConsumer skepticismSource credibility |
| spellingShingle | Raoul Bell Laura Mieth Axel Buchner Coping with high advertising exposure: a source-monitoring perspective Cognitive Research Source memory Source-monitoring framework Advertising exposure Consumer skepticism Source credibility |
| title | Coping with high advertising exposure: a source-monitoring perspective |
| title_full | Coping with high advertising exposure: a source-monitoring perspective |
| title_fullStr | Coping with high advertising exposure: a source-monitoring perspective |
| title_full_unstemmed | Coping with high advertising exposure: a source-monitoring perspective |
| title_short | Coping with high advertising exposure: a source-monitoring perspective |
| title_sort | coping with high advertising exposure a source monitoring perspective |
| topic | Source memory Source-monitoring framework Advertising exposure Consumer skepticism Source credibility |
| url | https://doi.org/10.1186/s41235-022-00433-2 |
| work_keys_str_mv | AT raoulbell copingwithhighadvertisingexposureasourcemonitoringperspective AT lauramieth copingwithhighadvertisingexposureasourcemonitoringperspective AT axelbuchner copingwithhighadvertisingexposureasourcemonitoringperspective |