Can consumers recognize misleading advertising content in a media rich online environment?
Article first published online: 10 JUN 2008
© 2008 Wiley Periodicals, Inc.
Psychology & Marketing
Special Issue: New Developments in E-Commerce
Volume 25, Issue 7, pages 655–674, July 2008
How to Cite
Mitra, A., Raymond, M. A. and Hopkins, C. D. (2008), Can consumers recognize misleading advertising content in a media rich online environment?. Psychol. Mark., 25: 655–674. doi: 10.1002/mar.20230
- Issue published online: 10 JUN 2008
- Article first published online: 10 JUN 2008
The worldwide growth and acceptance of e-commerce provides consumers with the opportunity to shop in computer-mediated interactive environments that simulate direct product experience. However, the phenomenal growth in advertising on the Internet and marketers' ability to rapidly change the content of online ads also create concerns about consumers being exposed to a plethora of potentially misleading advertisements on the Internet. Relatively little research to date has focused on how consumer beliefs are shaped by online advertising claims or are affected by media richness. © 2008 Wiley Periodicals, Inc.