Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising
通过两个实验研究原生广告中披露的位置和措辞如何影响消费者对广告的识别，以及识别后对品牌和发布者评价的影响，发现中间或底部位置及使用“广告”或“赞助”措辞能提高识别率，但识别后评价更负面。
Despite recent industry attention, questions remain about how native advertising is perceived and processed by consumers. Two experiments examined effects of language and positioning in native advertising disclosures on recognition of the content as advertising, effects of recognition on brand and publisher evaluations, and whether disclosure position affects visual attention. Findings show that middle or bottom positioning and wording using “advertising” or “sponsored” increased advertising recognition compared to other conditions, and ad recognition generally led to more negative evaluations. Visual attention mediated the relationship between disclosure position and advertising recognition. Theoretical, practical, and regulatory implications for disclosures in native advertising are discussed.