Trust in Different Advertising Media

Abstract

Trust has been investigated by behavioral and social scientists from different disciplines. Despite the interdisciplinary research, studies of advertising trust are not abundant in the literature, though both academic and trade investigations have incorporated and measured the construct. This study was conducted to examine consumer trust in different advertising media and the relationship of that trust to media credibility. Results indicate that (1) advertising media are neither especially trusted nor distrusted by consumers; (2) there is variation in consumer trust across different advertising media; (3) trust in specific ad media is differentially associated with education and income; and (4) trust in advertising media and media credibility are correlates, though trust in advertising is distinct and separate from the credibility construct.