Intended and Unintended Effects of Corrective Advertising on Beliefs and Evaluations: An Exploratory Analysis
Intended and Unintended Effects of Corrective Advertising on Beliefs and Evaluations: An Exploratory Analysis
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纠正性广告对信念和评价的有意和无意的影响：探索性分析
DOI：
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发表时间：
1996
期刊：
影响因子：
--
通讯作者：
G. Johar
中科院分区：
文献类型：
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作者：
G. Johar
这项研究探讨了纠正性广告（纠正先前被发现具有欺骗性的广告声明的广告）对品牌和广告商评估的影响。实验1表明，品牌评价不太有利后（与之前）公司赞助的纠正广告时，事先评估的广告客户是负面的，但不是当他们是积极的。另一方面，当广告主的先前评价是积极的，但不是当他们是消极的，纠正广告后，广告主的评价是不太有利的。实验2旨在研究这些影响的机制。品牌信念和认知反应的纠正广告被发现调解的影响，以前的广告客户的评价对品牌评价。广告商的评价受到认知和情感反应的纠正广告。这些研究结果的影响进行了讨论。
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.
影响因子：
7.6
作者：
MAHESWARAN, D;CHAIKEN, S
通讯作者：
CHAIKEN, S