Previous research has shown that consumer trust in advertising is low and continues to diminish. Researchers have also found that a big share of advertising investments is placed in less favorable media which can contribute to consumers’ increasing disbelief towards advertising. The results of the present study add to these previous findings by showing that the consumers’ trust levels in advertising vary among the 11 different media studied and that the marketing managers’ beliefs about consumers are not consistent with the consumers’ attitudes toward and usage of advertising media. Ignoring this phenomenon may have consequences for companies investing in less favorable media and thereby adding to consumers’ increasing disbelief towards advertising.
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