Impact of Ad-Skepticism on Consumer Cynicism

With the focus of the companies shifting more towards an advertising dominated promotion strategy, the importance of the research efforts in this field cannot be overstated. Whether this hyper-advertising is really needed by the companies today or not needs to be studied. Similarly, how do we define the negative feeling toward advertising based on its antecedents like dimensions of personality and an individual's consumption experience; and its effect on the trust or distrust towards the marketplace should be analyzed in detail. Drawing on the concepts from relevant areas, a model of the impact of consumer's personality and consumption experience on his skepticism toward advertising, and subsequently its effect on his cynical behaviour has been theoretically developed.