The author thanks David W. Stewart and Richard Beltramini for their helpful comments and suggestions. In addition, special thanks go to DiAnne Wyner who provided insightful contributions at the early stages of this research program. Special thanks also go to Jeffrey S. Davis for his assistance in the design of experiments.
Can the Truth Hurt? How Honest and Persuasive Advertising Can Unintentionally Lead to Increased Consumer Skepticism
Version of Record online: 3 MAR 2005
Journal of Consumer Affairs
Volume 34, Issue 2, pages 245–267, Winter 2000
How to Cite
KOSLOW, S. (2000), Can the Truth Hurt? How Honest and Persuasive Advertising Can Unintentionally Lead to Increased Consumer Skepticism. Journal of Consumer Affairs, 34: 245–267. doi: 10.1111/j.1745-6606.2000.tb00093.x
- Issue online: 3 MAR 2005
- Version of Record online: 3 MAR 2005
In some situations, unsought, honest, but persuasive advertising claims may be difficult for many consumers to believe. To resist the hidden tactics and persuasive efforts of advertisers, defensively motivated consumers may challenge claims even if they have no rational reason for doing so. That is, consumer skepticism may evolve as a defensive coping and reactance response to pervasive advertising attempts.