Development of a scale to measure skepticism of social advertising among adolescents

Mrugank V. Thakor and Karine Goneau-Lessard

Journal of Business Research, 2009, vol. 62, issue 12, 1342-1349

Abstract: A significant amount of research has looked at the effectiveness of social marketing to teenagers, but teenagers' skeptical response to social advertising has not been considered. In this study, we review the relevant literature, develop a measure of social advertising skepticism with desirable psychometric properties, and show that social ad skepticism is distinct from the (commercial) ad skepticism that has been previously studied. We also develop a model of the antecedents and correlates of social advertising skepticism and test it using a sample of high-school students. Our results show that peer influence and reactance play a prominent role in an adolescent's skepticism of social and commercial ads. They also show that skeptical attitudes toward social ads are significantly correlated with reduced perceptions of the risks of some behaviors.

Keywords: Ad; skepticism; Social; marketing; Teenagers; Peer; influence; Adolescents (search for similar items in EconPapers)
Date: 2009
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148-2963(08)00270-1
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:12:p:1342-1349

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().