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Retailer Television Advertising: Consumers' Skepticism Of Informational Vs. Emotional Ads, Janna Michelle Parker

Doctoral Dissertations

The bombardment with ads that consumers face daily has led to increased Skepticism toward Advertising. This increased advertising costs billions of dollars, yet, the research has shown conflicting results (Stafford and Day 1995) (Obermiller and Spangenberg 1998) (Obermiller, Spangenberg and MacLachlan 2005) regarding which strategies work best for reducing the negative influence of Skepticism toward Advertising.

For over a decade, retailers have ranked #2 in television advertising spending (Advertising Age 2002-2012). Television advertising research has focused on advertising by manufacturers. These findings should not be generalized to retailers because retailers and manufacturers have different goals, use different promotional tools, and …