Literaturnachweis - Detailanzeige
Autor/in | Koslow, Scott |
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Titel | Can the Truth Hurt? How Honest and Persuasive Advertising Can Unintentionally Lead to Increased Consumer Skepticism. |
Quelle | In: Journal of Consumer Affairs, 34 (2000) 2, S.245-68 |
Sprache | englisch |
Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
ISSN | 0022-0078 |
Schlagwörter | Advertising; Consumer Economics; Consumer Education; Honesty; Persuasive Discourse; Tables (Data) |
Abstract | A study randomly assigned 165 subjects to 8 advertising scenarios depicting positive and negative outcomes. Results showed that, in some instances, honest advertising claims were hard for consumers to believe. Consumer skepticism may evolve as a defensive response to persuasive advertising attempts. (Contains 51 references.) (JOW) |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |