Abstract
This study examines the effects of-persuasion knowledge and conditions that influence its impact in the context of keyword search ads. Students participated in an experiment featuring a 2 (persuasion knowledge: primed vs. not primed) x 2 (search tasks: complex vs. less complex) between-subjects design with a covariate (perceived fairness). Results reveal online users are less likely to click through keyword search ads when they are aware that advertisers' persuasion attempts are at work. However, this negative impact is attenuated when the search task is complex and level of perceived fairness of the ad practice is high.
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