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Structuring Complexity

Media Brand Trust MODEL

Media users go through several phases of perception when consuming media content: First, they perceive content in the first place (system 0), then they react automatically, quickly and unconsciously (system 1) and finally logically, rationally and judgementally (system 2)

Trust in a media brand is particularly vital in today’s ad-driven media landscape, where the halo effect transfers attitudes toward the media environment to the content itself. 

Media brands and advertisers both benefit from fostering trust, as it enhances the perception of both editorial content and advertisements.

AD
FIT
ENVIRONMENT
RATIONAL
SYSTEM 0
SYSTEM 1
SYSTEM 2
EMOTIONAL

Heim, Steffen; Chan-Olmsted, Sylvia; Fantapié Altobelli, Claudia; Fretschner, Michael; Wolter, Lisa-Charlotte (2021): Auswirkungen von Medienmarkenvertrauen auf digitale Werbung – hin zu einem konzeptionellen Modell. Jahrestagung der Fachgruppe Medienökonomie in der DGPuK 2021, Hamburg, Deutschland

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Brands & Publishers

Media Consumers

Advertisers & Agencies

GET STARTED WITH THE 
MEDIA BRAND TRUST MONITOR

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