When Co-Creation Backfires: The Effect of Disclosing Consumer Source on Advertising Persuasiveness
41 Pages Posted: 23 Apr 2011
Date Written: April 21, 2011
It is increasingly common for firms to organize contests where consumers are invited to create ads that promote a particular brand. An important consideration in firms’ use of such consumers-generated ads is the expectation that consumers would trust messages created by a fellow consumer and hence be more readily persuaded by them. We test this assumption and examine whether disclosing that an ad was created by a consumer affects its persuasiveness. Our findings show that, counter-intuitively, awareness that an ad is consumer-generated increase skepticism towards the source, and decrease ad and brand evaluations. However, this effect can reversed by factors that increase consumers’ identification with the ad creator. We discuss implications of our research with respect to soliciting consumer input and future research on consumer-generated advertising.
Keywords: consumer-generated advertising, source effects, persuasion knowledge, advertising effectiveness
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