Abstract:Advertising is an important persuasion tool for marketing efforts shaping consumer attitudes and behavioural intentions. Among the factors determining consumer attitudes toward advertising is ad scepticism. Comprehending how consumer scepticism toward ads is formed is therefore considered contributory. With this purpose, the research hypothesising the effect of cynicism, self-esteem, and market mavens on ad scepticism was modelled, and 374 observations obtained from members of Generation Z were tested with si… Show more
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