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The real campaign: The role of authenticity in the effectiveness of advertising disclaimers in digitally enhanced images

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  • Cornelis, Erlinde
  • Peter, Paula C.

Abstract

In a series of three experimental studies, this research examines the effects of a retouch-free vs. retouched disclaimer on appearance satisfaction, advertising effectiveness, and evaluation of other women. Our results show the positive effect of a retouch-free disclaimer on appearance satisfaction, attitude toward the ad, and purchase intentions (Study 1) based on authenticity and its components: realism and meaningfulness of the ad (Study 2). Interestingly, results are in the opposite direction considering the evaluation of other women, who are evaluated as less attractive when exposed to a retouch-free disclaimer (Study 3). This study provides valuable insights from a theoretical and managerial perspective on how marketers can appeal to Millennials without overtly telling them they are authentic.

Suggested Citation

  • Cornelis, Erlinde & Peter, Paula C., 2017. "The real campaign: The role of authenticity in the effectiveness of advertising disclaimers in digitally enhanced images," Journal of Business Research, Elsevier, vol. 77(C), pages 102-112.
    • Handle: RePEc:eee:jbrese:v:77:y:2017:i:c:p:102-112
    DOI: 10.1016/j.jbusres.2017.03.018
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    References listed on IDEAS

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    Cited by:

    1. Lv, Xingyang & Liang, Yuqing & Luo, Jia & Liu, Yue, 2022. "Icing on the cake or gilding the lily? The impact of high-modified model images on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. Namhyun Um, 2023. "Predictors Affecting Effects of Virtual Influencer Advertising among College Students," Sustainability, MDPI, vol. 15(8), pages 1-14, April.
    3. Aleena Amir & Muhammad Usman, 2024. "Understanding the Influence of Perceived Authenticity of Femvertising on Consumer Buycott Intentions: A Moderated Mediation Model of Consumers’ Extrinsic Attributions and Power Distance," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(3), pages 273-281.
    4. Namhyun Um, 2022. "Impact of Parasocial Interaction, Perceived Ad Message Authenticity, and Match-Up between Brand and Celebrity in Evaluation of Instagram Celebrity-Based Brand Endorsement," Sustainability, MDPI, vol. 14(5), pages 1-9, March.
    5. Mendini, Monica & Peter, Paula C. & Maione, Salvatore, 2022. "The potential positive effects of time spent on Instagram on consumers’ gratitude, altruism, and willingness to donate," Journal of Business Research, Elsevier, vol. 143(C), pages 16-26.

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