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Do disclosure attempts influence claim believability and perceived advertiser credibility?

  • Ronald L. Earl
  • William M. Pride
Article

Abstract

Comparative messages, two-sided messages, and messages containing product performance test results represent several methods by which advertisers may attempt to provide greater amounts of information to buyers. The use of one or more of these methods may have positive or negative influence on several dimensions of advertisement effectiveness. The purpose of the factorial-designed laboratory study reported here was to explore the effects on these information disclosure attempts in print advertisements on a reader's confidence in product claims and on his or her perceived credibility of the advertiser.

Keywords

Print Advertisement Major Competitor Product Claim Performance Test Result Bipolar Adjective 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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References

  1. Earl, Ronald L., and William M. Pride. “The Effects of Advertisement Structure, Message Sidedness, and Performance Test Results on Print Advertisement Informativeness,”Journal of Advertising, Vol. 9, No. 3, 1980, pp. 36–46.Google Scholar
  2. Sawyer, Alan G., “Demand Artifacts in Laboratory Experiments in Consumer Research,”Journal of Consumer Research. Vol. 1 (March 1975) pp. 20–30.CrossRefGoogle Scholar
  3. Settle, Robert B., and Linda L. Golden. “Attribution Theory and Advertiser Credibility”.Journal of Marketing Research, Vol. 11 (May 1974), pp. 181–185.CrossRefGoogle Scholar
  4. Golden, Linda L., “Consumer Reactions to Comparative Advertising,” in B.B. Anderson, ed.,Advances in Consumer Research. Vol. III. Association for Consumer Research, 1976, pp. 63–67.Google Scholar

Copyright information

© Academy of Marketing Science 1984

Authors and Affiliations

  • Ronald L. Earl
    • 1
  • William M. Pride
    • 2
  1. 1.Sam Houston State UniversityHuntsvilleUSA
  2. 2.Texas A&M UniversityKingsvilleUSA

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