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Effects of varying web-based advertising-substantiation information on attribute beliefs and perceived product quality.
- Article from:
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Academy of Marketing Studies Journal
- Article date:
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July 1, 2007
- Author:
- O'Malley, Kathy L.; Bailey, Jeffrey J.; Tan, Chong Leng; Bozman, Carl S.
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ABSTRACT
In this paper we explore the effects of advertising substantiation information on consumers' attribute beliefs and judgments of product quality. We provide a brief background on the Federal Trade Commission's Advertising Substantiation Program. Secondly, we describe an experiment designed to examine the effects of a level of advertising substantiation information made available over the Internet on consumer evaluations of advertised products. This included testing the effects of varying levels of advertising substantiation information for two products on: 1) a claim-related belief (attribute discussed explicitly within the ad), 2) an inferred belief (attribute not ...