Consumer Response to User-generated Advertising: The Effects of Disclosing Consumers as Ad Creators – MSI

Working Paper

Consumer Response to User-generated Advertising: The Effects of Disclosing Consumers as Ad Creators

Debora V. Thompson and Prashant Malaviya

Mar 15, 2011

Across four experiments, examines whether disclosing that an ad was created by a consumer affects its persuasiveness.

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