Peer reviewedERIC Number: EJ622472
Record Type: Journal
Publication Date: 2000
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-0022-0078
EISSN: N/A
Can the Truth Hurt? How Honest and Persuasive Advertising Can Unintentionally Lead to Increased Consumer Skepticism.
Koslow, Scott
Journal of Consumer Affairs, v34 n2 p245-68 Win 2000
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)
Descriptors: Advertising, Consumer Economics, Consumer Education, Honesty, Persuasive Discourse, Tables (Data)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
