departmental bulletin paper

Departmental Bulletin Paper

Text

Osaka Human Sciences. 2018, 4, p. 103-114

The effect of implicit perceived deceptiveness on attitudes toward advertisements : Measuring perceived deceptiveness, using the Go/No-go Association Task

Graduate School of Human Sciences, Osaka University

English

Text

2018-03

In this research, we measured implicit perceived deceptiveness through the Go/No-go Association Task (GNAT), which is an implicit measure developed by Nosek and Banaji (2001). We also examined the task’s validity, so as to counter the deceptiveness that could be elicited by the measurement of deceptiveness through a questionnaire. In the experiment, we measured implicit perceived deceptiveness, explicit perceived deceptiveness, brand attitude, and product evaluation, based on an advertisement, then examined the relationships between these variables. Explicit deceptiveness was measured through a free writing task relating to the advertisement, so as to avoid arousing the participants’ suspicions. A correlation analysis did not indicate a correlation between implicit perceived deceptiveness and explicit perceived deceptiveness. In addition, a hierarchical multiple regression analysis showed that implicit perceived deceptiveness did not influence brand attitude; instead, the former was found to influence product evaluation. Implicit perceived deceptiveness, as measured through the GNAT, was shown to be partially valid.

10.18910/68282

68282

The effect of implicit perceived deceptiveness on attitudes toward advertisements : Measuring perceived deceptiveness, using the Go/No-go Association Task

Graduate School of Human Sciences, Osaka University

English

2018-03

Osaka Human Sciences

4

103

114

https://hdl.handle.net/11094/68282

10.18910/68282

https://doi.org/10.18910/68282