A Literature Review: Consumer Skepticism Towards Advertising: Unraveling Complex Dynamics
Author : International Journal of Science and Management Studies (IJSMS) © 2024 by IJSMS Journal Volume-7 Issue-1 Year of Publication : 2024 Authors : Amit Kumar, Dr. Mahesh Chandra DOI: 10.51386/25815946/ijsm Journa Name: International Journal of Science and Management Studies (IJSMS) Country : India Volume: 7 issue: 1 Year: 2024 Views : 137Abstract:
Consumer skepticism towards advertising has emerged as a critical area of research, reflecting the evolving landscape of consumer behavior in response to marketing stimuli. This review paper synthesizes findings from diverse studies conducted by researchers exploring various facets of consumer skepticism towards advertising. The literature reveals a complex interplay of factors influencing skepticism, its impact on consumer attitudes, and the strategies marketers employ to navigate this intricate terrain. We present a comprehensive overview of key studies, their methodologies, and the nuanced findings that contribute to our understanding of consumer skepticism in advertising.