Identifying Misleading Advertising
作者： J. Edward Russo , Barbara L. Metcalf , Debra Stephens
DOI: 10.1086/208848
关键词: Advertising 、 Social psychology 、 Mathematics
摘要: A procedure for identifying misleading advertising is presented, based solely on measured consumer beliefs. An advertisement if an exposed group holds more false beliefs than a comparison group. When ten allegedly advertisements were tested, two identified as incrementally misleading, and four others shown to be exploitively misleading.
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