Can consumers' scepticism be mitigated by claim objectivity and claim extremity?

Abstract

By focusing on the construct called consumer scepticism towards advertisements, this study identified four dimensions of scepticism towards advertising claims: scepticism about the believability (disbelief), credibility (mistrust), desirability (undesirable) and informational value (misinform) of advertising claims. Using an experimental design setting, this study found that the type of claim and claim extremity solicit differential responses from consumers on different dimensions of the scepticism construct. The differential responses are more pronounced for a product than a service advertisement. Implications arising from the findings are discussed and suggestions for future research advanced. © 2002 Taylor & Francis Ltd.