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ATTORNEY ADS AND CONSUMER PURCHASE INTENTIONS: THE EFFECTS OF CERTIFICATION CLAIMS AND SEX OF SOURCE
- Article from:
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Journal of Legal, Ethical and Regulatory Issues
- Article date:
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July 1, 2007
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Copyright informationCopyright The DreamCatchers Group, LLC 2007. Provided by ProQuest LLC. (Hide copyright information)
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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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