Skepticism In Advertising

Literature Review

(Rizvi, Sami and Gull, 2012) conducted a research on the ad skepticism. The research mainly focused how consumer involvement impacts the skepticism level and through which mediums the skepticism level can be reduced or eradicated. The nature of consumer or audience of not trusting the claims made in advertisements regarding different products and services is called consumer skepticism (Rizvi, Sami and Gull, 2012). According to the author’s skepticism towards advertising is one the key players which have a forceful impact on the behavior of the general audience. The main players or factors determining the degree of impact of advertising skepticism are knowledge related to market, characterstics along with personality

The research also says that involvement of consumer is directly proportional to skepticism, if the former increases the latter must also increase. Naturally a customer/consumer with high skepticism will always be pretty doubtful and will conduct more research on the good being advertised rather than simply buying it. (Rizvi, Sami and Gull, 2012) says that if a skeptic consumer gets satisfied with the goods/services advertised, he will surely become a long term customer to the product/service or brand that has been advertised. The research gives another dimension which is that if companies use the concept of corporate social responsibility in their advertisement then this will contribute to lower skepticism for the general audience or customers; however the corporate responsibility should be honest and meaningful. (Rizvi, Sami and Gull, 2012) further says that choosing the right leaders will also contribute towards declining skepticism of course towards

The Evolution of Advertising Skepticism in India and China” have focused on advertising skepticism in China and India. The researchers have come to the conclusion that advertising skepticism is very important for companies of these two regions as if consumers become increasingly skeptive it will be very difficult for the companies to sell their goods which in return will hurt the companies or brands and will also damage the economy of these two regions. The researchers have recommended that these countries should implement advertising regulations and must control falls claims given in different advertisements. They propose that products and brands should avoid misleading advertisements. They also stress that governments and makers of policy should push organizations towards corporate social responsibility rather than encouraging them to spend their loads of budget on media