PT  - JOURNAL ARTICLE
AU  - Yoori Hwang
AU  - Se-Hoon Jeong
TI  - Consumers' Response to Format Characteristics in Native Advertising
AID  - 10.2501/JAR-2020-022
DP  - 2020 Sep 28
TA  - Journal of Advertising Research
PG  - JAR-2020-022
4099  - http://www.journalofadvertisingresearch.com/content/early/2020/09/24/JAR-2020-022.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2020/09/24/JAR-2020-022.full
AB  - The key characteristic of native advertising is that it simulates the format of the editorial content. The current study examines how format similarity—the extent to which the format of an advertisement is similar to the format of the editorial content—affects consumers' responses to the advertisement and whether the effects differ by format novelty, the extent to which the format of the editorial content is novel or familiar to consumers. Results showed that format similarity increased perceived deceptiveness, and format novelty reduced advertising recognition and perceived irritation while inducing greater click intentions. Additionally, there was a significant interaction effect between format similarity and format novelty such that the negative impact of format similarity on perceived irritation was found when format novelty was low but not when format novelty was high. Theoretical and practical implications are discussed.