The real campaign: The role of authenticity in the effectiveness of advertising disclaimers in digitally enhanced images

Erlinde Cornelis and Paula C. Peter

Journal of Business Research, 2017, vol. 77, issue C, 102-112

Abstract: In a series of three experimental studies, this research examines the effects of a retouch-free vs. retouched disclaimer on appearance satisfaction, advertising effectiveness, and evaluation of other women. Our results show the positive effect of a retouch-free disclaimer on appearance satisfaction, attitude toward the ad, and purchase intentions (Study 1) based on authenticity and its components: realism and meaningfulness of the ad (Study 2). Interestingly, results are in the opposite direction considering the evaluation of other women, who are evaluated as less attractive when exposed to a retouch-free disclaimer (Study 3). This study provides valuable insights from a theoretical and managerial perspective on how marketers can appeal to Millennials without overtly telling them they are authentic.

Keywords: Advertising disclaimers; Appearance satisfaction; Retouched vs. unretouched; Advertising literacy; Attitude toward the ad; Purchase intention (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:77:y:2017:i:c:p:102-112

DOI: 10.1016/j.jbusres.2017.03.018

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