The “Corrective Advertising” Remedy of the FTC: An Experimental Evaluation

Dyer, Robert F.; Kuehl, Philip G.

doi:10.1177/002224297403800108

Cited by 21 publications

(19 citation statements)

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“…In line with this hypothesis, Mizerski, Allison, and Calvert (1980) and Mazis and Adkinson (1976; noncorrective versus FTC corrective conditions) reported that the corrective campaign influenced CA but not NCA judgments. Dyer and Kuehl (1978), in contrast, reported significant effects on challenged and non-challenged beliefs. This latter finding might be attributed to procedural differences between the latter study and the earlier ones (including its repeated measure design).…”

Section: Methodsmentioning

confidence: 63%

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Conditions Facilitating Successful Disccounting in Consumer Decision Making

Schul¹,

Mazursky²

1990

J CONSUM RES

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Section: Methodsmentioning

confidence: 63%

“…."). The two types of discounting appeals appear to differ in their persuasive potential as well (e.g., Dyer and Kuehl 1974;Hunt 1973), and it seems reasonable that opinion change should be more pronounced following refute cues than following ignore cues. sky and Schul 1988).…”

mentioning

confidence: 99%

Conditions Facilitating Successful Disccounting in Consumer Decision Making

Schul¹,

Mazursky²

1990

J CONSUM RES

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“…Prior research found conflicting results regarding the effects of corrective advertising on brand and advertiser evaluations. For example, Dyer and Kuehl (1974) and Hunt (1973) found that corrective advertising reduces brand evaluations. Hunt also found that corrective advertising reduces advertiser evaluations.…”

Section: Factors Moderating the Effects Of Corrective Advertisingmentioning

confidence: 99%

“…What are the consequences of using corrective advertising as a remedy for deception? Previous research drew different conclusions regarding the effects of corrective advertising on evaluations of the brand and of the advertiser (e.g., Bernhardt, Kinnear, & Mazis, 1986;Dyer & Kuehl, 1974Hunt, 1973;Kassarjian, Carlson, & Rosin, 1975;Kuehl & Dyer, 1976;Mazis & Adkinson, 1976;Mizerski, Allison, & Calvert, 1980;Sawyer & Simenik, 1978). Drawing on attribution theory, and on literature in the areas of source credibility and congruity theory, this research suggests that corrective advertising sponsored by the company reduces brand evaluations, especially when the advertiser has a poor reputation.…”

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confidence: 99%

Intended and Unintended Effects of Corrective Advertising on Beliefs and Evaluations: An Exploratory Analysis

Johar

1996

J Consum Psychol

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This research examined the effects of corrective advertising (advertising that corrects for previously made ad claims found to be deceptive) on brand and advertiser evaluations. Experiment 1 showed that brand evaluations were less favorable after (vs. before) company‐sponsored corrective advertising when prior evaluations of the advertiser were negative, but not when they were positive. On the other hand, advertiser evaluations were less favorable after corrective advertising when prior evaluations of the advertiser were positive, but not when they were negative. Experiment 2 was designed to examine the mechanisms underlying these effects. Brand beliefs and cognitive responses to the corrective ad were found to mediate the effects of prior advertiser evaluations on brand evaluations. Advertiser evaluations were affected by cognitive and affective responses made to the corrective ad. Implications of these findings are discussed.

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“…Wilkie et al () review early evidence that corrective ads can, in fact, curtail belief in false advertising claims, at least in the context of print advertising. A classic example of the early experimental work is a paper by Dyer and Kuehl (), who found that corrective advertising could counteract false claims in soft drink and suntan lotion advertising.…”

mentioning

confidence: 99%