Consequences of Advertising Literacy among College Students

Abstract

Due to recent developments in the media landscape, the lines between the commercial message and media content have blurred and consumers’ advertising literacy is being challenged. Thus, a required skill and ability in our digital age is advertising literacy. This study is designed to investigate what consequences from advertising literacy arise. In such terms, this study proposes skepticism toward advertising, perception of advertising value, and attitude toward advertising. Study findings suggest that advertising literacy is likely to decrease consumers’ skepticism toward advertising and enhance their attitude toward ad. In addition, this study finds that advertising literacy increases consumers’ perceived value of advertising. Further research is proposed.