Trust in different advertising media

Journalism and Mass Communication Quarterly

Volumn 84, Issue 3, 2007, Pages 455-476

  Soh, Hyeonjin ^a   Reid, Leonard N ^b   King, Karen Whitehill ^b  

^a Korea University   (South Korea)

^b UNIVERSITY OF GEORGIA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

ADVERTISING; EDUCATION; INCOME; MEDIA INDUSTRY;

EID: 38549175652     PISSN: 10776990     EISSN: None     Source Type: Journal    
DOI: 10.1177/107769900708400304     Document Type: Article

References (122)

1. Diego Gambetta, "Can We Trust?" in Trust: Making and Breaking Cooperative Relations, ed. Diego Gambetta (New York: Basil Blackwell, 1988), 213-38;
2. Niklas Luhmann, "Familiarity, Confidence, Trust: Problems and Alternatives," in Trust, ed. Gambetta, 94-107.
3. James C. Anderson and James A. Narus, "A Model of Distributor Firm and Manufacturer Firm Working Partnerships," Journal of Marketing 54 (January 1990): 42-58;
4. John K. Butler, "Reciprocity of Dyadic Trust in Close Male-Female Relationships," The Journal of Social Psychology 126 (October 1986): 579-91;
5. Patricia M. Doney and Joseph P. Cannon, "An Examination of the Nature of Trust in Buyer-Seller Relationships," Journal of Marketing 61 (April 1997): 35-51;
6. Gambetta, "Can We Trust?";
7. Shankar Ganesan, "Determinants of Long-Term Orientation in Buyer-Seller Relationships," Journal of Marketing 58 (April 1994): 1-19;
8. Mark S. Granovetter, "Economic Action and Social Structure: The Problem of Embeddedness," American Journal of Sociology 91 (November 1985): 481-510;
9. Devon Johnson and Kent Grayson, "Cognitive and Affective Trust in Service Relationships," Journal of Business Research 58 (April 2005): 500-07;
10. Mary S. Kennedy, Linda K. Ferrell, and Debbie T. LeClair, "Consumer's Trust of Salesperson and Manufacturer: An Empirical Study," Journal of Business Research 51 (January 2001): 73-86;
11. J. David Lewis and Andrew Weigert, "Trust as a Social Reality," Social Forces 63 (June 1985a): 967-85;
12. J. David Lewis and Andrew Weigert, "Social Atomism, Holism and Trust," The Sociological Quarterly 26 (winter 1985b): 455-71;
13. Luhmann, "Familiarity, Confidence, Trust: Problems and Alternatives";
14. Roger C. Mayer, James H. Davis, and F. David Schoorman, "An Integration Model of Organizational Trust," Academy of Management Review 20 (July 1995): 709-34;
15. Daniel J. McAllister, "Affect- and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations," Academy of Management Journal 38 (February 1995):24-59;
16. Christine Moorman, Rohit Deshpandé, and Gerald Zaltman, "Factors Affecting Trust in Market Research Relationships," Journal of Marketing 57 (January 1993): 81-101;
17. Robert M. Morgan and Shelby D. Hunt, "The Commitment-Trust Theory of Relationship Marketing," Journal of Marketing 58 (July 1994):20-38;
18. Julian B. Rotter, "A New Scale for the Measurement of Interpersonal Trust," Journal of Personality 35 (December 1967): 651-65;
19. John E. Swan, Michael R. Bowers, and Lynne D. Richardson, "Customer Trust in the Salesperson: An Integrative Review and Meta Analysis of the Empirical Literature," Journal of Business Research 44 (February 1999): 93-107;
20. Louise Young and Gerald Albaum, "Measurement of Trust in Salesperson-Customer Relationship in Direct Selling," Journal of Personal Selling and Sales Management 23 (summer 2003): 253-69;
21. Lynne G. Zucker, "Production of Trust: Institutional Sources of Economic Structure, 1840-1920," in Research in Organizational Behavior, 8, ed. Barry M. Staw and L.L. Cummings (Greenwich, CT. JAI Press, 1986), 53-111.
22. David M. Boush, Chung-Hyun Kim, Lynn R. Kahle, and Rajeev Batra, "Cynicism and Conformity as Correlates of Trust in Product Information Sources," Journal of Current Issues and Research in Advertising, 15 (fall 1993): 71-79;
23. Center for Media Research, "Research Brief: Advertising Trust Varies by Medium and Viewer Age," http://www.centerformediaresearch.com/cfmr_brief?fnl=070608 (accessed June 15, 2007);
24. Jisu Huh, Denise E. DeLorme, and Leonard N. Reid, "Factors Affecting Trust in On-line Prescription Drug Information and Impact of Trust Behavior Following Exposure to DTC Advertising," Journal of Health Communication 10 (December 2005): 1-21;
25. Fuan Li and Paul W. Miniard, "On the Potential for Advertising to Facilitate Trust in the Advertised Brand," Journal of Advertising 35 (winter 2006): 101-12;
26. Ajit M. Menon, Aparna D. Deshpande, Matthew Perri III, and George M. Zinkhan, "Trust in Online Prescription Drug Information Among Internet Users: The Impact on Information Search Behavior After Exposure to Direct-to-Consumer Advertising," Health Marketing Quarterly 20 (spring 2002): 17-35.
27. John E. Calfee and Debra J. Ringold, "The 70% Majority: Enduring Consumer Beliefs about Advertising," Journal of Public Policy & Marketing 13 (fall 1994): 228-38.
28. See Michael Schudson, Advertising, the Uneasy Persuasion: Its Dubious Impact on American Society (New York: Basic Books, 1984). Advertising is conceptualized and interpreted differently by different communication models; some models take a rational perspective; others take a cultural model approach. In this research, we adopt the rational model perspective.
29. James W. Carey, "Advertising: An Institutional Approach," in The Roles of Advertising, ed. Charles. H. Sandage and Vernon Fryburger (Homewood, IL: Richard D. Irwin, Inc, 1960),18-34;
30. Phillp Nelson, "The Economic Value of Advertising," in Advertising and Society, ed. Yale Brozen (New York: New York University Press, 1974), 43-65;
31. Charles H. Sandage, "Some Institutional Aspects of Advertising," Journal of Advertising 1 (spring 1973): 6-9.
32. See Carl I. Hovland, Irving L. Janis, and Harold H. Kelly, Communication and Persuasion (New Haven: Yale University Press, 1953);
33. Richard E. Petty and John T. Cacioppo, Attitudes and Persuasion: Classic and Contemporary Approaches (Dubuque, IA: Wm. C. Brown Publishing Company, 1981), 64-65, for discussion of trust and persuasion.
34. Ajit M. Menon, Aparna D. Deshpande, George M. Zinkhan, and Matthew Perri III, "A Model of Assessing the Effectiveness of Direct-Consumer-Advertising: Integration of Concepts and Measures from Marketing and Healthcare," International Journal of Advertising 23 (spring 2004):91-118.
35. Moorman, Deshpandé, and Zaltman, "Factors Affecting Trust in Market Research Relationships."
36. Doney and Cannon, "An Examination of the Nature of Trust in Buyer-Seller Relationships";
37. Hovland, Janis, and Kelly, Communication and Persuasion;
38. Lewis and Weigert, "Trust as a Social Reality";
39. Roobina Ohanian, "Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness," Journal of Advertising 19 (fall 1990): 39-52;
40. John E. Swan, I. Fred Trawick, Jr., David R. Rink, and Jenny J. Roberts, "Measuring Dimensions of Purchaser Trust of Industrial Salespeople," Journal of Personal Selling and Sales Management 8 (May 1988):1-9.
41. Hyeonjin Soh, Leonard N. Reid, and Karen W. King, "Measuring Trust in Advertising: Development and Validation of the ADTRUST Scale," Journal of Advertising, in press.
42. Boush et al., "Cynicism and Conformity as Correlates of Trust";
43. Center for Media Research, "Research Brief: Advertising Trust Varies by Medium and Viewer Age";
44. Huh, DeLorme, and Reid, "Factors Affecting Trust in On-line Prescription Drug Information";
45. Menon et al., "Trust in Online Prescription Drug Information."
46. Menon et al., "Trust in Online Prescription Drug Information";
47. Boush et al., "Cynicism and Conformity as Correlates of Trust";
48. Huh, DeLorme, and Reid, "Factors Affecting Trust in On-line Prescription Drug Information";
49. Li and Miniard, "On the Potential for Advertising to Facilitate Trust."
50. Johnson and Grayson, "Cognitive and Affective Trust in Service Relationships";
51. Lewis and Weigert, "Trust as a Social Reality."
52. Menon et al., "Trust in Online Prescription Drug Information."
53. Menon et al., "A Model of Assessing the Effectiveness of Direct-Consumer Advertising."
54. Huh, DeLorme, and Reid, "Factors Affecting Trust in On-line Prescription Drug Information."
55. Eric Haley, "Exploring the Construct of Organization as Source: Consumers' Understanding of Organizational Sponsorship of Advocacy Advertising," Journal of Advertising 25 (summer 1996): 19-35;
56. Sharon L. Hammond, "Health Advertising: The Credibility of Organizational Sources," Communication Yearbook 10 (1987): 613-28;
57. Barbara A. Lafferty and Ronald E. Goldsmith, "Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser is Used in the Ad," Journal of Business Research 44 (February 1998): 109-16;
58. Scott B. MacKenzie and Richard J. Lutz, "An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context," Journal of Marketing 53 (April 1989): 48-65;
59. Stephen J. Newell and Ronald E. Goldsmith, "The Development of a Scale to Measure Perceived Corporate Credibility," Journal of Business Research 52 (June 2001): 235-47;
60. Ohanian, "Construction and Validation of a Scale";
61. Bruce Vanden Bergh, Lawrence C. Soley, and Leonard N. Reid, "Factor Study of Dimensions of Advertiser Credibility," Journalism Quarterly 58 (winter 1981): 629-31.
62. MacKenzie and Lutz, "An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad."
63. Richard J. Lutz, "Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Model," in Psychological Processes and Advertising Effects, ed. Linda F. Alwitt and Andrew A. Mitchell (Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers): 45-63.
64. Carl Obermiller and Eric R. Spangenberg, "Development of a Scale to Measure Consumer Skepticism Toward Advertising," Journal of Consumer Psychology 7 (summer 1998): 159-86.
65. MacKenzie and Lutz, "An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad," 51.
66. Richard F. Beltramini and Kenneth R. Evans, "Perceived Believability of Research Results Information in Advertising," Journal of Advertising 14 (fall 1985): 18-31.
67. Aron O'Cass, "Political Advertising Believability and Information Source Value During Election," Journal of Advertising 26 (spring 2002): 63-74.
68. Lee B. Becker, R. A. Martino, and Wayne M. Towers, "Media Advertising Credibility," Journalism Quarterly 54 (summer 1976): 216-22.
69. Robert M. Durand, Jesse E. Teel, and William O. Bearden, "Racial Differences in Perceptions of Media Advertising Credibility," Journalism Quarterly 56 (autumn 1979): 562-66.
70. Jisu Huh, Denise E. DeLorme, and Leonard N. Reid, "Media Credibility and Informativeness of Direct-to-Consumer Prescription Drug Advertising," Health Marketing Quarterly 21 (fall 2004): 27-61.
71. Herbert C. Kelman, "Processes of Opinion Change," Public Opinion Quarterly 22 (spring 1961): 57-58;
72. Ohanian, "Construction and Validation of a Scale."
73. Doney and Cannon, "An Examination of the Nature of Trust in Buyer-Seller Relationships";
74. McAllister, "Affect- and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations," 24-59.
75. Haley, "Exploring the Construct of Organization as Source";
76. Hammond, "Health Advertising";
77. Lafferty and Goldsmith, "Corporate Credibility's Role in Consumers' Attitudes";
78. MacKenzie and Lutz, "An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad";
79. Newell and Goldsmith, "The Development of a Scale to Measure Perceived Corporate Credibility";
80. Ohanian, "Construction and Validation of a Scale";
81. Vanden Bergh, Soley, and Reid, "Factor Study of Dimensions of Advertiser Credibility,"
82. Soh, Reid, and King, "Measuring Trust in Advertising."
83. James C. Anderson and David W. Gerbing, "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach," Psychological Bulletin 103 (3, 1988): 411-23;
84. Gilbert A. Churchill, Jr., "A Paradigm for Developing Better Measures of Marketing Constructs," Journal of Marketing Research 16 (February 1979): 64-73;
85. David W. Gerbing and James C. Anderson, "An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment," Journal of Marketing Research 25 (May 1988): 186-92.
86. Thomas F. Haller, "What Students Think of Advertising," Journal of Advertising Research 14 (February 1974): 33-38;
87. T. N. Somasundaran and C. David Light, "Cross-Cultural and Media Specific Analysis of Student Attitudes toward Advertising," in Proceedings of the American Marketing Associations 1991 Educator's Conference, 2, ed. Mary Gilly et al. (Chicago: American Marketing Association, 1991), 666-69.
88. Becker, Martino, and Towers, "Media Advertising Credibility";
89. Durand, Teel, and Bearden, "Racial Differences in Perceptions of Media Advertising Credibility";
90. Huh, DeLorme, and Reid, "Media Credibility and Informativeness of Direct-to-Consumer Prescription Drug Advertising";
91. Huh, DeLorme, and Reid, "Factors Affecting Trust in On-line Prescription Drug Information";
92. Menon et al., "Trust in Online Prescription Drug Information."
93. Cecilie Gaziano and Kristin McGrath, "Measuring the Concept of Credibility," Journalism Quarterly 63 (autumn 1986): 451-62;
94. Thomas J. Johnson and Barbara K. Kaye, "Cruising Is Believing?: Comparing Internet and Traditional Sources on Media Credibility Measures," Journalism & Mass Communication Quarterly 75 (summer 1998): 325-40.
95. Andrew J. Flanagin and Miriam J. Metzger, "Perceptions of Internet Information Credibility," Journalism & Mass Communication Quarterly 77 (fall 2000): 515-40.
96. University staff members have often been used in scale validation as a non-student adult sample, for example, Judith L. Zaichkowsky, "Measuring the Involvement Construct," Journal of Consumer Research 12 (December 1985): 341-52.
97. Soh, Reid, and King, "Measuring Trust in Advertising."
98. The distribution of media ratings was as follows: TV (98), newspaper (79), radio (69), magazine (78), and Internet (61).
99. Obermiller and Sprangenberg, "Development of a Scale to Measure Consumer Skepticism Toward Advertising."
100. Raymond Bauer and Stephen A. Greyser, Advertising in America: The Consumer View (Boston: Harvard University Press, 1968).
101. Erik P. Bucy, "Media Credibility Reconsidered: Synergy Effects Between On-Air and Online News," Journalism & Mass Communication Quarterly 80 (summer 2003): 247-64;
102. Flanagin and Metzger, "Perceptions of Internet Information Credibility";
103. Johnson and Kaye, "Cruising Is Believing?"
104. Huh, DeLorme, and Reid, "Factors Affecting Trust in On-line Prescription Drug Information";
105. Menon et al., "Trust in Online Prescription Drug Information."
106. Calfee and Ringold, "The 70% Majority: Enduring Consumer Beliefs about Advertising";
107. Sharon Shavitt, Pamela Lowery, and James Haefner, "Public Attitudes Toward Advertising: More Favorable Than You Might Think," Journal of Advertising Research 38 (July/August 1998): 7-22.
108. Shavitt, Lowery, and Haefner, "Public Attitudes Toward Advertising."
109. Becker, Martino, and Towers, "Media Advertising Credibility";
110. Durand, Teel, and Bearden, "Racial Differences in Perceptions of Media Advertising Credibility";
111. Huh, DeLorme, and Reid, "Media Credibility and Informativeness of Direct-to-Consumer Prescription Drug Advertising."
112. Huh, DeLorme, and Reid, "Factors Affecting Trust in On-line Prescription Drug Information";
113. Menon et al., "Trust in Online Prescription Drug Information."
114. Soh, Reid, and King, "Measuring Trust in Advertising."
115. Boush et al., "Cynicism and Conformity as Correlates of Trust";
116. Center for Media Research, "Research Brief: Advertising Trust Varies by Medium and Viewer Age";
117. Huh, DeLorme, and Reid, "Factors Affecting Trust in On-line Prescription Drug Information";
118. Menon et al., "Trust in Online Prescription Drug Information."
119. Harrison D. McKnight, Vivek Choudhury, and Charles Kacmar, "Developing and Validating Trust Measures for E-Commerce: An Integrative Typology," Information System Research 13 (September 2002): 334-59.
120. See Hovland, Janis, and Kelly, Communication and Persuasion;
121. Petty and Cacioppo, Attitudes and Persuasion: Classic and Contemporary Approaches.
122. Soh, Reid, and King, "Measuring Trust in Advertising."