The Practices of Mobile Advertising Disclosure on Consumer Trust and Attitude

This study examines how consumers perceive the disclosure in a mobile phone company’s advertisement through visual priming of the disclosure.

The Practices of Mobile Advertising Disclosure on Consumer Trust and Attitude

Alex Wang

Abstract:

This study examines how consumers perceive the disclosure in a mobile phone company's advertisement through visual priming of the disclosure. The results reveal that visual priming affects consumers' attention toward the disclosure. When the disclosure is visually displayed, consumers perceive higher levels of trust toward the advertisement and have stronger attitudes toward the advertisement. Moreover, the impact of consumers' perceived trust toward the advertisement on their attitudes toward the mobile phone company is mediated by their attitudes toward the advertisement. This study's results promote the effectiveness...

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