Handbook of Research on International Advertising
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Handbook of Research on International Advertising

Edited by Shintaro Okazaki

The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies.
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Chapter 20: Transnational Trust in Advertising Media

Martin Eisend and Silke Knoll


Martin Eisend and Silke Knoll INTRODUCTION It is common knowledge amongst marketers that people have a tendency to mistrust advertising (Calfee and Ringold 1994; Fry and McDougall 1974). Marketers have reasons to be concerned about mistrust in advertising, because the lack of trust harms the persuasiveness of messages conveyed by media and, as a result of this, advertising effectiveness. Previous research has shown that trust in advertising varies over several communication channels. Understanding why consumers (mis-)trust advertising media can help marketers improve advertising effectiveness by choosing the most appropriate channel for communicating with consumers. In this chapter, we discuss the concept and measurement of trust in advertising media and review previous research on antecedents and consequences of trust in advertising media. We further present empirical results that show how trust in different advertising media depends on and varies between clusters of cultural societies, together with how particular cultural values and practices are related to trust in advertising media. The findings are particularly interesting for international advertising research and the practice of international media choice strategies. DEFINING TRUST IN ADVERTISING MEDIA Anderson and Weitz (1989, p. 312) define trust in general as ‘one party’s belief that its needs will be fulfilled in the future by actions undertaken by the other party’. Trust in advertising is defined by Soh, Reid and King (2009, p. 86) as ‘confidence that advertising is a reliable source of product/ service information and willingness to act on the basis of information conveyed by advertising’. Apparently, trust...

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