Introduction

Abstract

Skepticism towards advertising is regarded as an important prerequisite for competence in dealing with advertising messages (Mangleburg & Bristol, 1998; Obermiller, Spangenberg, & MacLachlan, 2005; Obermiller & Spangenberg, 1998, 2000). It is defined as the consumer’s negatively valenced attitude toward the motives of claims and claims made by advertisers (Boush, Friestad, & Rose, 1994; Obermiller & Spangenberg, 1998). High levels of skepticism towards advertising are generally regarded as something desirable, as they allow for a competent and critical approach to and evaluation of advertising messages, which often exaggerate a product’s benefits, while at the same time concealing its detriments.