Abstract:
Facial skin care product industry is one of the fastest growing
industries in recent years and use a high level of advertisements to
create a positive attitude targeting female consumers. Yet, despite
all the efforts of marketers, Ad skepticism (tendency to disbelief
advertising claims) becomes a challenging situation. Hence this
study focused on examining the impact of two factors; persuasion
knowledge and product involvement on Ad skepticism of females
about facial skin care product advertisements. Self administered
questionnaire was used and female undergraduates were selected
as the sample which highly fits for the study because of high level
of homogeneity & socialization. Results of the multiple regression
analysis depicts that two predictors; persuasion knowledge,
product involvement have a significant impact on Ad skepticism.
Persuasion knowledge and product involvement were tested
which have not been explored together previously with facial skin
care product advertisements in literature. Findings help
advertisers and companies to understand how Persuasion
knowledge and product involvement impact on Ad-skepticism and
to develop strategies to avoid them causing skepticism. Future
researchers are encouraged investigate different product
categories and different consumer groups.
