隐蔽的
广告
情感(语言学)
本土广告
移动设备
数字本机
认知
心理学
互联网隐私
计算机科学
在线广告
多媒体
业务
互联网
万维网
沟通
哲学
神经科学
语言学
标识
DOI:10.1080/21670811.2020.1860783
摘要
Digital news is progressively blurring with commercial content at the same time that mobile technology is increasingly being used to access news. To understand if these trends affect ability to distinguish news from covert advertising, two experiments were conducted among U.S. adults examining whether viewing content on a mobile device versus computer interacts with motivation levels in affecting recognition of native advertising. Consistent with tenets of the Covert Advertising Recognition and Effects model, results show that although people with greater motivation to process media content were more likely to recognize native advertising, it was not enough to compensate for the greater cognitive effort required when using a mobile device.
科研通智能强力驱动
Strongly Powered by AbleSci AI