Magazine article from our research archive:

ATTORNEY ADS AND CONSUMER PURCHASE INTENTIONS: THE EFFECTS OF CERTIFICATION CLAIMS AND SEX OF SOURCE

ABSTRACT

An experiment was conducted using a mock-up of print advertisements for attorneys. A sample of 309 consumers viewed the ads. The independent variables were attorney certification credentials and attorney sex. The dependent variable was consumer purchase intentions. Results indicated a main effect for certification credentials. That is, the positive wording (board certified) and negative wording (not board certified) of attorney board certification credentials in a print ad significantly influenced subjects 'purchase intentions. A significant main effect was also found for the sex of the attorney as subjects indicated greater intentions to patronize the female attorney than the male ...

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