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http://dx.doi.org/10.5934/KJHE.2011.20.1.143

Consumer Ability to Identify Advertorial and Editorial and Consumer Preference for Advertising Label  

Kim, So-Ra (Division of Social Welfare, Sunchon National University)
Publication Information
Korean Journal of Human Ecology / v.20, no.1, 2011 , pp. 143-154 More about this Journal
Abstract
The purpose of this study was to examine consumers' ability to distinguish advertorial and editorial about consumer information. The data were collected between June, 28 and July, 2 in 2010 through the Internet surveys. Total of 603 respondents were included in the analysis. The findings are follows as: First, consumers showed better ability to discern advertorial than ability to discern editorial. It implied that editorials could be considered as advertorial rather than advertorial could be considered as editorials. Second, it seems likely that rather than executional cues such as format and source information, the types of products/services were used as source cues among consumers. Third, consumers tend to prefer 'consumer information', 'advertorial' and 'advertisement' among 10 given advertising labels. In Conclusion, to prevent misleading potentials of advertorial and editorials, standardized advertising label should be used and notify consumers of advertising label.
Keywords
advertorial; editorial; consumer information; advertising label;
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