This study investigates the persuasive advertising and informative advertising effects of CSR initiatives on corporate reputation and brand equity based on the evidence from the life insurance industry in Taiwan. The study finds, first, policyholders’ perceptions concerning the CSR initiatives of life insurance companies have positive effects on customer satisfaction, corporate reputation, and brand equity. Second, the advertising effects of the CSR initiatives on corporate reputation are only informative. Third, the impacts of CSR initiatives on brand equity (...) include informative advertising and persuasive advertising effects. This study contributes the literature by explicit defining the advertising effects of CSR initiatives. Following the first step made by McWilliams et al. (Journal of Management Studies 43(1):1–18, 2006 ), the hypotheses of this study crystallize their conceptual framework. The obtained results in this research first identify the informative advertising effects and persuasive advertising effects of CSR initiatives. (shrink)

This study examines the potential effects of unethically perceived advertising executionson consumer responses to the ad. The study found that the unethical perceptions of the advertisement shown significantly and negatively affected all advertising response variables examined in the study.

In today’s social online world there is a variety of interaction and participatory possibilities which enable web users to actively produce content themselves. This user-generated content is omnipresent in the web and there is growing evidence that it is used to select or evaluate professionally created online information. The present study investigated how this surrounding content affects online advertising by drawing from social influence theory. Specifically, it was assumed that web users sharing an interpersonal relationship and/or a group membership (...) with authors of user-generated content which appears next to advertising on the web page are more strongly influenced in their response to the advertising than unrelated users. These assumptions were tested in a 2 × 2 between-subject experiment with 118 students who were exposed to four different Facebook profiles that differed in terms of interpersonal connection to the source and collective connection to the source. The results show a significant impact in the case of collective influence, but not in the case of interpersonal influence. The underlying mechanisms of this effect and implications of the results for online advertising are discussed. (shrink)

This study investigates the impact of the level of fear evoked by an advertisement framing a threatening social situation. Where the effectiveness of threat appeals has been investigated extensively in health communication, this study focuses on the impact of social threat appeals in a commercial setting. The study investigates the moderating impact of self-esteem on the interaction effect between the level of fear and perceived level of self-efficacy on brand attitude and purchase intention. Results show that for high self-esteem (...) individuals fear evoked by a social threat is effective only when perceived self-efficacy is increased. However, for low self-esteem individuals, high versus low perceived self-efficacy does not influence brand attitude and purchase intention in case of a social threat appeal, but perceived self-efficacy does increase the effectiveness of appeals in which a positive social situation is shown. (shrink)

Native advertising has recently become a prominent buzzword for advertisers and publishers alike. It describes advertising formats which closely adapt their form and style to the editorial environment they appear in, intending to hide the commercial character of these ads. In two experimental studies, we test how advertising disclosures in native ads on news websites affect recipients’ attitudes towards a promoted brand in a short and long-term perspective. In addition, we explore persuasion through certain content features (i. (...) e., message sidedness and use of exemplars) and how they affect disclosure effects. Results show that disclosures increase perceived persuasive intent but do not necessarily decrease brand attitudes. However, disclosure effects do not persist over time and remain unaffected by content features. (shrink)

Contextual mobile advertising, with the advantages of high interactivity and immersive experience, is the mainstream trend of future Internet advertising. Current studies have explored the benefits of contextual mobile advertising while lacking the analysis of contextual mobile advertising factors on consumer purchase intentions. This study investigates the mechanisms by which the characteristics of contextual mobile advertising evoke consumers' purchase intentions through advertising attitudes to reveal how extroversion and neuroticism in personal traits moderate the relationship (...) between characteristics of contextual mobile advertising and advertising attitudes. Based on a sample of 543 community residents with mobile shopping experience in China, this study uses structural equation modeling to validate the relationships between the variables and draws conclusions. The findings help advertisers to grasp the important characteristics of contextual mobile advertising, improve consumers' attitudes toward advertising, and enhance purchase intentions. Furthermore, it is possible to expand perceptions of the effectiveness of contextual mobile advertising among consumers with different personality traits. (shrink)

Previous behavioral research on advertising deception has focused on the extent to which consumers would be misled by claims and implications of advertisements. The present research examines the effect of an important, but largely neglected, dimension: the severity of anticipated harm as a result of being deceived. Two experiments disentangle the effect of anticipated harm on consumer brand attitudes and purchase intentions from that of perceived deception. Interestingly, greater harmfulness increases diagnosticity of perceived deception, which partially accounts for consumers’ (...) negative reactions to deceptive advertising. Theoretical, methodological, and ethical implications are discussed. (shrink)

We extend the deceptive advertising model of Piccolo et al. :611–624, 2015) to a framework in which consumers may be loss averse. There are two sellers, competing on prices and offering experience goods with some differences in quality. Prospective customers may be harmed by deceptive advertising: a marketing practice that can induce them to make bad purchases. We show that although deceptive advertising occurs depending on the degree of consumers’ loss aversion, this behavioral bias does not reflect (...) on firms’ prices. Nevertheless, the presence of loss-averse consumers crucially changes the optimal deterrence rule that a Public Authority should adopt against false claims and misleading advertising. Unlike Piccolo et al., in this more general model, strong enforcements may improve the buyer welfare according to the degree of loss aversion. (shrink)

It is not uncommon for advertisers to present required product disclaimers quickly at the end of advertisements. We show that fast disclaimers greatly reduce consumer comprehension of product risks and benefits, creating implications for social responsibility. In addition, across two studies, we found that disclaimer speed and brand familiarity interact to predict brand trust and purchase intention, and that brand trust mediated the interactive effect of brand familiarity and disclaimer speed on purchase intention. Our results indicate that fast disclaimers actually (...) reduce brand trust and purchase intention for unfamiliar brands, suggesting that there are both economic and social responsibility reasons to use less rapid disclaimers for unfamiliar brands. Conversely, disclaimer speed had no negative effects on brand trust and purchase intention for highly familiar brands, presenting ethical tensions between economic interests (e.g., an efficient use of advertisement time) and social responsibility. We discuss the implications of our framework for advertising ethics, for corporate social performance, and for corporate social responsibility. (shrink)

The current study investigates the effects of green advertising and a corporation’s environmental performance on brand attitudes and purchase intentions. A 3 × 3 (firm’s environmental performance and its advertising efforts as independent variables) experiment using n = 302 subjects was conducted. Results indicate that the negative effect of a firm’s low performance on brand attitudes becomes stronger in the presence of green advertising compared to general corporate advertising and no advertising. Further, when the firm’s (...) environmental performance is high, both green and general corporate advertising result in more unfavorable brand attitudes than no advertising. The study’s counter-intuitive findings are explained by attribution theory. (shrink)

In this paper we analyze the relative effectiveness of the moment of contact between a brand and an individual consumer. The concept of effectiveness is made operational through the use of both attitude and awareness measures. The main research uses a 4x4 Latin square confounded within subjects factorial design with different touch points and brands. The appropriate stimuli were identified in a preliminary study. The results indicate that, overall, TV advertising and print advertisements – the traditional media (...) channels – are significantly more effective than the internet, a non-traditional media channel. (shrink)

The primary purpose of this study was to better understand the effects of consumers' perceived self-efficacy on their perceptions of the ethicality of a fear appeal and subsequent attitudes towards the ad, the brand, and purchase intentions. In this study, a total of 305 consumer responses were investigated to determine attitudes toward a fear appeal ad. The results suggest that the use of strong fear appeals may not be perceived as unethical if consumers feel they can use the recommended product (...) to effectively eliminate the threat posed by the ad. (shrink)

Necro-advertising refers to the use of deceased celebrities in advertising. This practice offers unique advantages to brands that seek to benefit from positive associations with timeless celebrities at a more affordable cost than celebrity endorsement. Nevertheless, how consumers actually respond to the use of deceased celebrities in advertising remains under-theorized. This research is the first to empirically examine consumers’ ethical judgments about necro-advertising practices. In particular, drawing from the signaling theory, it demonstrates the impact of consumer (...) inferences about the existence of a legal agreement for using deceased celebrities’ images on brand ethicality. The results of two experimental studies show that a low-equity brand is more likely to be perceived as unethical when using necro-advertising since consumers have limited knowledge about these brands. Conversely, our findings confirm how a high level of equity prevents from the aforementioned adverse effects since these brands’ assets send a credible signal about their capability to get approval from a deceased celebrity’s estate for the use of its image. While deepening current knowledge on the perceived ethicality of necro-advertising practices, this research uncovers the moderating effect of equity on consumer inferences about brand ethicality. The results also suggest managerial caveats and guidelines for low-equity brands. In particular, while necro-advertising may have a negative impact on the perceived ethicality of low-equity brands, disclosing a statement about a contractual engagement with the deceased celebrity’s estate can mitigate this negative effect by providing an unequivocal signal that the brand is acting ethically. (shrink)

An advertising firm''s ethical culture (as defined by the firm''s managerial and peer ethical behaviors) may affect the employees'' comfort levels and ethical behaviors. In this research, scenarios were used to describe advertising firms with various ethical cultures. Respondents'' perceived comfort levels in working for the firms described in the scenarios and the respondents'' behavioral intentions when faced with various advertising situations were assessed. Results of the study indicate that peer ethical behavior exerts a strong influence on (...) the comfort or discomfort level and the ethical behavioral intentions of potential advertising employees. Further, the strong influence exerted by peers seems to transcend the ethical behavior of the manager and carry over to the attitude toward the entire corporate advertising environment. This study provides insights for firms and researchers interested in assessing the impact of an advertising firm''s ethical culture on potential employees. (shrink)

Mimicry is common among animals, plants, and other kingdoms of life. Humans in late capitalism, however, have devised an unique method of mimicking the signs that trigger evolutionarily-programmed instincts of their own species in order to manipulate them. Marketing and advertising are the most pervasive and sophisticated forms of known human mimicry, deliberately hijacking our instincts in order to select on the basis of one dimension only: profit. But marketing and advertising also strangely undermine their form of mimicry, (...) deceiving both the intended targets and the signaler simultaneously. Human forms of mimicry have the regular consequence of deceiving the imitator, reducing meta-cognitive awareness of the act and intentions surrounding such deception. Therefore, the deceiver in the end deceives himself as well as intended targets. Drawing on scholarship applying Niko Tinbergen’s ethological discovery of supernormal stimuli in animals to humans, this article analyzes sophisticated mass mimicry in contemporary culture, in both intended and unintended forms. (shrink)

Firms are increasingly personalising their offers and services, leading to an ever finer-grained segmentation of consumers online. Targeted online advertising and online price discrimination are salient examples of this development. While personalisation's overall effects on consumer welfare are expectably ambiguous, it can lead to concentration in the distribution of advertising and commercial offers. Constellations are possible in which a market is generally open to competition, but the targeted consumer is only made aware of one possible seller. For the (...) consumer, such a market could effectively resemble a monopoly. We call such extreme cases ‘targeting pockets’. Competition-law metrics such as the Herfindahl–Hirschman Index and traditional means of public oversight of adverts would not detect this concentration. We, therefore, suggest a novel metric, the Concentration-after-Personalisation Index (CAPI). The CAPI treats every consumer as a separate ‘market’, computes a measure of concentration for personalised adverts and offers for each individual consumer separately, and then averages the result to measure the exposure experienced by an average consumer. We demonstrate how the CAPI can serve as a monitoring tool for regulators and auditors and thus help to enforce existing consumer law as well as proposed new regulations such as the European Union's Digital Services Act and its Artificial Intelligence Act. We further show how adding noise via randomly distributed non-personalised adverts can dilute the potential harm of overly concentrated personalisation. We demonstrate how the CAPI can identify the optimal degree of added noise, balancing the protection of consumer choice with the economic interests of advertisers. (shrink)

The COVID-19 pandemic has prompted the production of a vast amount of COVID-19-themed brand commercials, in an attempt to exploit the salience of the topic to reach more effectively the consumers. However, the literature has produced conflicting findings of the effectiveness of negative emotional contents in advertisings. The present study aims at exploring the effect of COVID-19-related contents on the hemodynamic brain correlates of the consumer approach or avoidance motivation. Twenty Italian participants were randomly assigned to two different groups (...) that watched COVID-19-related or non-COVID-19-related commercials. The hemodynamic response [oxygenated and deoxygenated hemoglobin modulations] within the left and right prefrontal cortices was monitored with Functional Near-Infrared Spectroscopy while brand commercials were presented, as the prefrontal lateralization was shown to be indicative of the attitude toward the brand and of the approach-avoidance motivation. First, the findings showed that the COVID-19-related contents were able to prompt emotional processing within the PFC to a higher extent compared to contents non-related to COVID-19. Moreover, the single-channel analysis revealed increased O2Hb activity of the left dorsolateral PFC compared to the left pars triangularis Broca’s area in the group of participants that watched the COVID-19-related commercials, suggesting that the commercials may have driven participants to dedicate more attention toward the processing of the emotional components compared to the semantic meaning conveyed by the ad. To conclude, despite expressing unpleasant emotions, commercials referring to the highly emotional pandemic experience may benefit the advertising efficacy, increasing the capability to reach customers. (shrink)

With the development of mobile Internet technology, firms need to complete the entire process of consumer targeting, ad content generation, and ad display in a very short time window. Therefore, computational advertising, such as native ads on social media platforms, has become the mainstream of online advertising with its automation and personalization features. However, computational advertising faces some problems when using artificial intelligence technology to generate content. First, the images should have a significant enough impact on consumers (...) and be easy to adjust to save computational power at the same time; second, the iteration of the computational advertising system relies on consumer behaviors or advertising effectiveness, and firms need to learn the relationship between ad design and consumer behaviors. Under the above two problems, this paper selects visual distance as the main variable, and images can be adjusted by cropping to save computational power. This paper incorporates image design and ad effectiveness metrics into the construal level theory framework, under which the effectiveness metrics can be quickly determined. Following previous studies, we use click-through rate to represent the early stage of the sales funnel and a higher construal level and CVR to represent the later stage of the sales funnel and a lower construal level. Therefore, visually distant images bring distant psychological distance or higher construal level, which can get higher CTR; visually proximate images bring near psychological distance or lower construal level, which can bring higher CVR. These findings suggest that firms can improve the efficiency of their advertising systems and gain more revenue by understanding consumer psychological states. (shrink)

Direct-to-consumer advertising is banned in Australia, and instead pharmaceutical companies use disease awareness campaigns as a strategy to raise public awareness of conditions for which the company produces a treatment. This practice has been justified by promoting individual autonomy and public health, but it has attracted criticism regarding medicalisation of normal health and ageing, and exaggeration of the severity of the condition in question, imbalanced reporting of risks and benefits, and damaging the patient–clinician relationship. While there are benefits of (...) disease awareness promotion, there is another possible adverse consequence that has not yet been rigorously considered: the possibility of inducing a nocebo response via the campaign. We will discuss the creation of a nocebo response in this context. (shrink)

When social media influencers post sponsored content, it should be recognizable as such. However, there is no European Union-wide legislation governing sponsorship transparency, and monitoring practices differ significantly across member states. In Romania, where we conducted our study, such regulations are only just emerging, and there are weak monitoring policies regarding advertising disclosure on SMI branded posts. In this study, we examined how two different types of advertising disclosure commonly used on Instagram are likely to affect consumers’ behavioral (...) outcomes, such as purchase intention and intention toward the SMI, mediated by the activation of conceptual persuasion knowledge, via negative affect and the trustworthiness of the SMI. We conducted a three-level between-subjects online experiment, manipulating the absence versus the presence of advertising, which came in one of two types, brand-unspecific and brand-specific. Considering the mediation path via the trustworthiness of the SMI, findings suggest that the paid partnership disclosure had positive outcomes for purchase intention and intention toward the SMI. (shrink)

To augment the consumption of the ever growing production of processed foods, food companies are specifically targeting children with their advertisements. Advertising has even infiltrated the educational system in the form of corporate sponsored “educational materials.” This paper discusses the effects such aggressive forms of advertising have on the development of personal autonomy, or self-governance. I argue that the bad reasoning skills such advertisements promote undermine the development of the very abilities children need to become adults capable of (...) making rational choices. A detailed look at several types of food advertisements aimed at children supports this claim. (shrink)

Pharmaceutical advertising is one of the most important kinds of advertising that can have a direct impact on the health of a consumer. Hence, this necessitates the fact that it is essential for advertisers of such products to take special care and additional responsibility when devising the promotional strategies of these products. In reality, it has been observed that pharmaceutical product advertisers often promoted their products to achieve their own goals at the potential risk of having an adverse (...) effect on the consumerÕs health. This type of advertising is most often seen in over-the-counter drug product advertisements, and not as often in the case of prescription drug advertisements, which is relatively new. This article analyzes various purposes of advertising pharmaceutical products and also the potential problems that arise from the way pharmaceutical products have quite frequently been promoted. (shrink)

Public policy tries to promote appropriate drug use by allowing firms to market drugs in interstate commerce only for uses that the Food and Drug Administration has found to be safe and effective. Because of their medical knowledge, physicians are authorized to prescribe drugs even for uses unapproved by the FDA. Nevertheless, physicians have relied on drug firms for information on appropriate prescribing despite the inherent tension between drug firm dissemination of information to promote sales and rational prescribing. In the (...) past, physicians often relied particularly on drug firm advertising for information on drug use. Today, physicians rely on drug firms to finance continuing medical education. A historical review reveals connections between these two different ways commercial interests have influenced the information that physicians receive and points the way to needed reforms. (shrink)

As an emerging form of online display advertising, in-feed native advertising is increasingly employed in online news feed platforms. While many advertisers have largely embraced this new advertising format, the current research is full of controversy on whether the more native, the better the effect of in-feed native advertising. Based on recent studies on this emerging topic, the authors explore the effective in-feed native advertising persuasion strategies based on consumers’ dynamic online browsing modes. In study (...) 1, the authors conducted an archived-data analysis. Results show that the match between in-feed native advertising persuasion style and consumers’ real-time news feed browsing modes can improve ad performance. In study 2, the authors further explained why consumers under different browsing modes respond differently to specific in-feed native advertising persuasion. Our work explores the boundaries of agency theory from a dynamic perspective and helps advertisers conduct real-time and effective targeting strategies. (shrink)

Direct-to-consumer pharmaceutical advertising is pervasive in the United States. Beyond its effect on consumer behavior, DTCPA changes the relationship between individuals and physicians. The author provides a brief history of pharmaceutical advertising in the United States. The author then analyzes the current commonly used marketing techniques of pharmaceutical companies and argues that pharmaceutical companies are “irrational authorities” in Erich Fromm’s sense of the term since they seek to exploit persons. Using concepts from various philosophers from the Continental tradition, (...) with a particular emphasis on the work of Michel Foucault, the author analyzes the power relations involved in DTCPA and ultimately argues that DTCPA subtly undermines the contemporary paradigm of patient autonomy while simultaneously depending upon it by treating health consumers as “dividuals,” that is, as porous entities to be manipulated. (shrink)

Despite the power of VR in immersing viewers in an experience, it generally only targets viewers via visual and auditory cues. Human beings use more senses to gather information, so expectedly, the full potential of this medium is currently not yet tapped. This study contributes in answering two research questions: How can conventional VR ads be enriched by also addressing the forgotten sense of smell?; and Does doing so indeed instill more engaging experiences? A 2 × 3 between-subjects study is (...) conducted, whereby an existing branded VR commercial is augmented with “sound” and “scents.” The power of these sensory augmentations is evaluated by inspecting emotional, cognitive and conative dimensions of customer engagement. The results identify product-scent congruence as a deal-maker, albeit product-scent incongruence is not necessarily a deal-breaker. The article concludes with further research avenues and a translation into managerial implications. (shrink)

Moral reasoning among media professionals varies. Historically, advertising professionals score lower on the Defining Issues Test than their media colleagues in journalism and public relations. However, the extent to which professional identity impacts media professionals’ moral reasoning has yet to be examined. To understand how professional identity influences moral reasoning, if at all, and guided by theories of moral psychology and social identity, 134 advertising practitioners working in the USA participated in an online experiment. While professional identity was (...) not a significant predictor of moral reasoning, an interaction effect between gender and identity priming occurred. This finding suggests that we reconsider moral psychology theory’s explanatory power for media practitioners and consider how the complexity of professional identities in concert with gender and professional training, among other variables, interact to affect moral reasoning. In addition, advertising practitioners participating in this experiment scored higher on the DIT than those tested previously. (shrink)

Direct to consumer (DTC) advertising has attracted significant research attention, yet none has focused on empirical assessments of its overall impact on U.S. consumers nationally, and tying assessment to relevant behavioral outcomes. This paper addresses the ethical issue of DTC advertising providing a balance of product and risk information that is both understandable and believable, and contributes direction to those exploring this phenomenon.

Misleading information pervades marketing communications, and is a long-standing issue in business ethics. Regulators place a heavy burden on consumers to detect misleading information, and a number of studies have shown training can improve their ability to do so. However, the possible side effects have largely gone unexamined. We provide evidence for one such side-effect, whereby training consumers to detect a specific tactic (illegitimate endorsers), leaves them more vulnerable to a second tactic included in the same ad (a restrictive qualifying (...) footnote), relative to untrained controls. We update standard notions of persuasion knowledge using a goal systems approach that allows for multiple vigilance goals to explain such side-effects in terms of goal shielding, which is a generally adaptive process by which activation and/or fulfillment of a low-level goal inhibits alternative detection goals. Furthermore, the same goal systems logic is used to develop a more general form of training that activates a higher-level goal (general skepticism). This more general training improved detection of a broader set of tactics without the negative goal shielding side effect. (shrink)

Little research has focused on college students'' attitudes toward advertising''s ethical, economic, and social consequences over the last two decades. Exploring and tracking the attitudes of college students toward advertising is important, however, for several reasons. College students represent an important segment of consumers for many marketers, negative attitudes toward advertising on the part of college students could lead to their support for restrictive regulation in the future, and there are potentially negative consequences concerning the effects of (...) advertising that college students uniquely share with other youth markets. The results of this study – a differentiated replication of an earlier study of college students in the late 1970s – indicate the salience of various beliefs that help determine attitudes toward advertising and provide a useful benchmark for future studies. The implications of the study''s findings for advertising practice and future regulation are discussed. (shrink)

Like all interventions in health care, direct-to-consumer advertising should be evaluated by comparing its risks to its benefits, in the context of the available or potentially available alternatives. The objective, of course, is to realize any unique benefits while minimizing the risks. On balance, the adverse effects of DTC advertising outweigh the still-unde-monstrated benefits of the advertising.

Like all interventions in health care, direct-to-consumer advertising should be evaluated by comparing its risks to its benefits, in the context of the available or potentially available alternatives. The objective, of course, is to realize any unique benefits while minimizing the risks. On balance, the adverse effects of DTC advertising outweigh the still-undemonstrated benefits of the advertising.DTC advertising must be seen in the context of overall pharmaceutical company expenditures on advertising. In 2005, the industry spent (...) $29.9 billion dollars on promotions, of which a relatively small fraction, $4.2 billion, was spent on DTC advertising. The percentage spent on DTC advertising has been relatively constant this decade. Promotions to professionals and samples accounted for far larger percentages of total promotional spending in 2005. (shrink)

The color of green product advertisements is an important factor affecting consumers’ preferences. Based on the theory of the self-control system, this paper explores the influence mechanism and boundary conditions of green product ad color on consumers’ preferences through three experiments. Experiment 1 tested the effect of advertisement color type on consumers’ preferences for green products. The results show that color ad can promote consumers’ preferences for green products compared with green ad. Experiment 1 also analyzed the mediating role of (...) the self-control system between advertisement color type and consumers’ preferences. Experiment 2 further clarified the boundary of the main effect. The effect of ad color on consumers’ preferences was only effective in the context of green products. Experiment 3 explored the moderating effect of green product type on the main effect. The results show that only when the green product type is altruistic, the ad color type can significantly affect consumers’ preferences. This study is the first to link the ad color of green products with consumers’ preferences. The findings confirm that the use of color ad for green products can elicit higher consumers’ preferences than pure green ad, which enriches the research on the color of green product advertisements. (shrink)

As a technology of commemoration, epinician song was a late archaic innovation. To gain acceptance for this innovative genre, Pindar works to anchor it to Greek epic and encomiastic poetry, that is, to demonstrate its continuity with these genres. But Pindar also regularly vaunts his poetry on the grounds that it is novel and inventive, potentially undermining his efforts at anchoring. This paper studies Olympian 13 as an example of a text in which Pindar’s habits of anchoring his poetry and (...) advertising its inventiveness are effectively reconciled. I argue that the ode’s central Bellerophon myth, a pointed rewriting of Homer’s account of Bellerophon (Il. 6.119-211), and the ode’s hybrid meter are showpieces of poetic innovation that demonstrate the worth and originality of Pindaric epinician to the ode’s Corinthian audience, while at the same time anchoring this genre to Homeric epic and dithyrambic song. (shrink)

The proliferation of online disinformation has become of major societal concern. Because of online programmatic algorithms, brands may find their ads running on disinformation websites alongside disinformation. In this experimental study (N = 617), we investigate people’s brand-related and news-related responses in this context. Results show that when an advertised brand is displayed on the same webpage as a disinformation article, brand attitude and brand trust are negatively affected; this effect is even more pronounced when the brand is thematically congruent (...) with the disinformation article. This suggests that brands (especially congruent ones) might be contaminated by disinformation. In addition, presenting an ad alongside a disinformation article increases the credibility of the article, as well as people’s level of agreement with the article’s content. This seems to suggest that advertising can lend validity to disinformation and amplify its (harmful) effects. These results have important and timely managerial and societal implications. (shrink)