ADVERTISEMENT SKEPTICISM OF FEMALES: STUDY ON FACIAL SKIN CARE PRODUCT ADVERTISEMENTS OF UNDERGRADUATES IN SABARAGAMUWA UNIVERSITY OF SRI LANKA

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.