The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats

Covert advertisements, or those that utilize the guise and delivery mechanisms of familiar non-advertising formats, differ from other more direct forms of advertising in several ways that are important for understanding users’ psychological responses. Research across various covert advertising formats including various forms of sponsored editorial content, other native advertising formats, and product placement has shown that variation...