Can consumers recognize misleading advertising content in a media rich online environment?

Abstract

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.This research suggests that consumer beliefs in response to online advertising content depend upon the level of media richness of the online ad, and that consumers' motivation to process the advertising information moderates these effects. Results of a lab study in which subjects were exposed to one of four experimental Web sites showed that under high involvement conditions, product attribute beliefs were affected by (truthful versus misleading) advertising content, regardless of the level of media richness of the Web site. In contrast, the beliefs of low involvement consumers were affected by (truthful versus

Understanding the use of Virtual Reality in Marketing: A text mining-based review

“…Regarding the use of VR in advertising, studies focus on comparing the effects of traditional brand communications with VR brand communications. The findings support the positive effects of VR-enhanced approaches on purchase intentions (Verhagen et al, 2014;Li, Daugherty & Biocca, 2002;Suh & Lee, 2005), with the mediating effects associated with brand knowledge (Suh & Lee, 2005;Mitra, Raymond & Hopkins, 2008) and brand attitude (Li, Daugherty & Biocca, 2002;Suh & Lee, 2005;Dobrowolski et al, 2014) resulting from the increased affective dimension of the VR brand experience.…”

“…In sum, the articles included in this topic highlight conceptual contributions and experimental designs, with the VR technologies tested being limited to 3D image rotation (Li, Daugherty & Biocca, 2002;Suh & Lee, 2005;Verhagen et al, 2014) and sound animation (Mitra, Raymond & Hopkins, 2008;Dobrowolski et al, 2014). Few studies (about 10%) use VR plug-ins (Suh & Lee, 2005;Dobrowolski et al, 2014).…”

Relational Consequences of Perceived Deception in Online Shopping: The Moderating Roles of Type of Product, Consumer’s Attitude Toward the Internet and Consumer’s Demographics

“…The scale demonstrated good psychometric properties based on findings from a variety of reliability and validity tests. Recently, Mitra et al (2008) analyzed how consumer's beliefs are shaped by online advertising (truthful versus misleading) claims and affected by media richness. Their lab study, conducted with students, showed that the deception potential is greater when consumer's involvement is low.…”

Consumer perceptions of online shopping environments: A gestalt approach

“…A growing body of literature has emphasized the importance of specific aspects of online shopping environments on consumer responses. In particular, the implications of information abundance (Ariely, 2000; Jepsen, 2007; Lee & Lee, 2004), the impact of features afforded by the interactivity of the medium (e.g., Fiore, Jin, & Kim, 2005; Li, Daugherty, & Biocca, 2001; Mitra, Raymond, & Hopkins, 2008), the importance of navigation cues (Dailey, 2004), and the differential impact of verbal or visual content (Kim & Lennon, 2008) have been considered. These studies provide valuable insights into the potential effects of these features.…”