A Longitudinal Study of Corrective Advertising

Dyer, Robert F.; Kuehl, Phillip G.

doi:10.2307/3150399

Cited by 27 publications

(12 citation statements)

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“…Stated purchase intentions and consumer beliefs about brands making deceptive claims have been studied in lab settings: Olson and Dover (1978) experimentally create deception and measure the pre- and post-trial effects on brand beliefs, attitudes, and purchase intentions; Dyer and Kuehl (1978) measure brand beliefs and find that a one-time corrective advertisement is insufficient to restore brand beliefs to the correct levels. This literature has also looked at the type of claims that impact consumers: Burke et al (1988) find that strongly positive but ambiguous claims performed better than true claims in terms of stated purchase intentions and beliefs; Snyder (1989) finds that implied-superiority claims were more misleading than noncomparative claims and that subjects were more likely to believe claims made by familiar brands as opposed to fictitious brands.…”

Section: Contributionmentioning

confidence: 99%

Demand for “Healthy” Products: False Claims and FTC Regulation

Rao

Wang

2017

Journal of Marketing Research

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Firms sometimes make selective or deceptive claims, which can have negative consequences for consumers, especially if consumers are not fully informed and the claims are hard to verify. This study aims to measure the decline in demand that a firm making such claims faces when caught. In addition, it seeks to understand which type of consumer these claims primarily affect. Using a panel data set of consumer purchases and firm advertising, the authors measure this impact by exploiting the fact that four popular products settled charges raised by the Federal Trade Commission. They further control for and document firm responses in terms of price and advertisement changes around the date of the settlement. Findings indicate a significant decline in demand following the termination of the claims, resulting in a 12%–67% monthly loss in revenue across the four products, which amounts to a $.40 million–$3.82 million loss in monthly revenue. They also find that these claims primarily affect consumers who are newcomers.

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Section: Contributionmentioning

confidence: 99%

Demand for “Healthy” Products: False Claims and FTC Regulation

Rao

Wang

2017

Journal of Marketing Research

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“…For example, DePaulo, Kashy, Kirkendol, Wyer, and Epstein (1996) found that participants in a community survey said they lied in about one of five social interactions, and college students reported doing so in one of three (see also, DePaulo & Kashy, 1998;Feldman, Forrest, & Happ, 2002). Distrust and suspicion seem no less common within and among organizations (Kramer, 1999;Lewicki, McAllister, & Bies, 1998); it is well known that consumers often distrust information put out by these organizations, especially when it is about their products (e.g., Dyer & Kuehl, 1978;Tellis, 1997). The view that "politicians pander" is not uncommon (McGraw, Lodge, & Jones, 2002), and even journalists, admitting that business pressures unduly influence what they write, have become concerned that readers are growing to distrust them (Pew Research Center for the People and the Press, 1999).…”

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confidence: 99%

Encoding Under Trust and Distrust: The Spontaneous Activation of Incongruent Cognitions.

Schul¹,

Mayo²,

Burnstein³

2004

Journal of Personality and Social Psychology

136

173

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Past studies of strategic thinking have shown that the encoding of the message information becomes more complex under distrust. Receivers process the information as if they are trying to protect themselves from being misled by testing alternative potential interpretations. The present study investigates the possibility that when people are mistrustful they spontaneously activate associations that are incongruent with the given message. Findings from 3 experiments suggest that, even when the distrust is unrelated in any meaningful way to the message and even when receivers are unable to prepare a strategic response, the cognitive system reacts to distrust by automatically inducing the consideration of incongruent associations--it seems designed to ask, "and what if the information were false?" The theoretical implications of the results for theories of social perception and persuasion are discussed.

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“…Experimental evidence in the context of two‐sided messaging, corrective advertising, and ad claim substantiation supports a moderating role of external attributions as predicted by the discounting principle (Dyer and Kuehl ; Eisend ; Sheffet ). In these studies, disclosures sourced to a government agency fostered lower advertiser credibility, brand beliefs, and brand attitudes than those sourced to the company ad sponsor.…”

Section: The Role Of Internal and External Attributionsmentioning

confidence: 81%

“…There are some key differences between this prior research and the present topic. The study by Dyer and Kuehl () took place within the context of corrective advertising meaning the company was admitting wrongdoing while the study by Sheffet () examined ad claim substantiations which do not reflect negatively on the advertiser or the product. Neither of these contexts directly match the nature of the risk information disclosure in DTCA, which is not evidence of a mistake by the advertiser but can degrade perceptions of the product.…”

Section: The Role Of Internal and External Attributionsmentioning

confidence: 99%

Caring or Compulsion? The Effects of Consumer Attributions of Risk Information Disclosure in Direct‐to‐Consumer Prescription Drug Advertising

Ball¹

2018

Journal of Consumer Affairs

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Direct‐to‐consumer prescription drug advertising (DTCA) is mandated to provide information about drug risks in addition to promoting drug benefits. The disclosure of drug risks is intended to provide consumers with a balanced view of the advertised drugs. However, unintended consequences of the disclosure have been observed in previous DTCA research including an influence on trust toward the ad and manufacturer. To better understand this, an experiment was conducted across two health conditions (seasonal allergies and diabetes) to examine the role of the amount of side effect information and attribution of side effects disclosure in judgments of positive advertiser motives, trustworthiness, brand attitude, and behavioral intentions. Results indicated brand attitude and behavioral intentions differed by amount of side effect information mediated by advertiser trust. Attribution of side effects information to regulations provided a limited moderation of this effect. Suggested implications include more explicit identification of mandated information within the ads.

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A Longitudinal Study of Corrective Advertising

Cited by 27 publications

References 0 publications

Demand for “Healthy” Products: False Claims and FTC Regulation

Demand for “Healthy” Products: False Claims and FTC Regulation

Encoding Under Trust and Distrust: The Spontaneous Activation of Incongruent Cognitions.

Caring or Compulsion? The Effects of Consumer Attributions of Risk Information Disclosure in Direct‐to‐Consumer Prescription Drug Advertising

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