The role of theory of mind and edutainment messages in recognizing native advertising: a test of the CARE model

The use of native advertising (a.k.a. sponsored content) posing as journalistic content is a controversial practice. In particular, there are substantial concerns that ordinary news consumers are unable to recognize that such content is intended to be persuasive. Recent theorizing via the Covert Advertising Recognition and Effects (CARE) model suggests that news consumers need the motivation and/or ability to recognize these messages. This study tested these elements of the CARE model in an experiment with 567 college students. Specifically, this study examined whether increased ability to recognize advertising via theory of mind skills and updated format knowledge about native advertising affected participants ability to recognize native advertising as persuasive messaging. Results showed that participants were only successful in recognizing persuasive content when they had both higher theory of mind abilities and exposure to the edutainment message about native advertising. These findings provide key insights into how adults process native advertising.