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| Author: | Obermiller, C. Spangenberg, E. |
| Title: | On the origin and distinctness of skepticism toward advertising |
| Journal: | Marketing Letters
2000 : NOV, VOL. 11:4, p. 311-322 |
| Index terms: | ADVERTISING PRODUCT INFORMATION CONSUMERS |
| Language: | eng |
| Abstract: | Two studies were conducted to investigate the origin and distinctness of consumer skepticism toward advertising, defined as a tendency to disbelieve advertising claims by Obermiller and Spangenberg (1998). The first study examined the role of socialization in the family by comparing levels of ad skepticism across generations. Significant associations were strongest for female children with their fathers; less strong but apparent for male children with their mothers. |
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