Consumer response to advertisements for legal services: An empirial analysis

INTERNATIONAL SERVICES ADVERTISING (ISA): Defining the Domain and Reviewing the Literature

“…For example, Au (1997) found that consumer attitudes toward accountant advertising in Hong Kong are fairly positive, yet other research suggests that the accountants' attitudes there are somewhat negative (Mangos, Roffey, and Stevens 1995;Yau and Wong 1989). These results indicate an attitude gap between the professionals themselves and their customers, a finding also reported in the domestic services literature across several professions (e.g., Cobb-Walgren and Dabholkar 1992; Hite and Fraser 1988;Lang and Marks 1980;Patterson, Swerdlow, and Anderson 1981). It is possible that this gap may only be present in certain countries.…”

Effectiveness of Message Sidedness and Credibility on Healthy Eating to Prevent Cancer

“…Such information resulted in a higher perceived credibility. Credibility, in turn, had a higher intention to purchase: getting a will prepared by a legal firm (Lang and Marks, 1980), or greater intention to visit the professional (Cobb-Walgren and Dabholkar, 1983;Marks, 1984;Sanchez and Bonner, 1989).…”

Source Credibility in Attorney Advertisements

“…Initial exploratory work in the area examined how consumers' purchase intentions were affected by ads containing basic information and professional qualifications. Lang and Marks (1980) found that customers' intentions to patronize an attorney were significantly affected by attorney advertisements that included the attorney's professional qualifications. More relevant to the current study, Kilbourne (1990) expanded the attorney advertising literature with an examination of consumer perceptions of attorney ability and ethics in print ads.…”