According to the deception theory developed by Manoj Hastak and Michael Mazis, ads like advertorials and native advertising manipulate consumers’ schema - which is to say, the way consumers think about the world. [15]

Why does this matter?

First, because it's a deceptive door opener – a way to get people to click more or read more than they would have had they realised it was advertising.

Second, because if consumers don't understand that they are reading is an ad, they are less ready to skeptically evaluate claims and thus avoid scams.

Unless both the product you're advertising and your copy are brilliant, the truth is that native advertising works best when it's deceptive.