Identifying Misleading Advertising
Identifying Misleading Advertising
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DOI：
10.1086/208848
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发表时间：
1981-09
影响因子：
7.2
通讯作者：
J. Russo;Barbara L. Metcalf;D. Stephens
中科院分区：
文献类型：
--
作者：
J. Russo;Barbara L. Metcalf;D. Stephens
提出了一种仅基于测量的消费者信念来识别误导性广告的程序。如果暴露的群体比对照群体持有更多的错误信念，则广告具有误导性。当对10个据称具有误导性的广告进行测试时，其中两个被识别为递增误导性，另外四个被证明具有剥削性误导性。
A procedure for identifying misleading advertising is presented, based solely on measured consumer beliefs. An advertisement is misleading if an exposed group holds more false beliefs than a comparison group. When ten allegedly misleading advertisements were tested, two were identified as incrementally misleading, and four others were shown to be exploitively misleading.