Identifying misleading advertising

Authors
Russo, J. Edward Metcalf, Barbara L. Stephens, Debra
Citation
. Russo, J. Edward et al., Identifying misleading advertising , Journal of consumer research Consumer research;JCR , 8(2), 1981, pp. 119-131
Journal title
Journal of consumer research Consumer research;JCR → ACNP
ISSN journal
00935301
Volume
8
Issue
2
Year of publication
1981
Pages
119 - 131
Database
ACNP
SICI code
Abstract
A procedure for identifying misleading advertising is presented, based solely on measured consumer beliefs. An advertisement is misleading if an exposed group holds more false beliefs than a comparison group. When ten allegedly misleading advertisements were tested, two were identified as incrementally misleading, and four others were shown to be exploitively misleading.