This dissertation investigated the psychological processing of religious native advertisements using the persuasion knowledge model in conjunction with the belief congruence theory. The study theorized belief congruence may activate conceptual and attitudinal persuasion knowledge, operationalized as advertising recognition and inferences of manipulative intent respectively. The study specifically accounted for the individual-level factor of religiosity in this process. In addition, the study tested how the type of message appeal used in the advertisement, either explicit or implicit, influenced the course of persuasion knowledge under the theory of planned behavior. The main experiment used a 2 (religious affiliation: affiliated vs unaffiliated) X 2 (message appeal explicitness: high vs low) between-subjects factorial design to determine how this processing affected relevant outcomes, including attitude towards the religious organization, purchase intention, eWOM intention, and the intention to click. Double moderated serial mediation models found belief congruence did not affect advertising recognition, inferences of manipulative intent, and subsequent outcomes as predicted. Post hoc analyses showed advertising recognition and inferences of manipulative intent did not operate in a serial manner and impacted outcomes independently. Additional post hoc analyses clarified the roles of message appeal explicitness and religiosity. Message appeal explicitness had a significant positive direct effect on advertising recognition and inferences of manipulative intent. Religiosity, however, had a significant negative direct effect on advertising recognition and inferences of manipulative intent. The implications of these effects are discussed for both persuasion knowledge theory and advertising practice.
