A Study on Misleading Mechanism for Advertisements and Guidelines for its Prevention

对消费者正确选择商品产生不良影响的误导性广告受《禁止不合理的溢价和误导性陈述法》管制。强调“顾客满意度第一”或“销售量第一”的广告附有但书，但消费者实际上并不清楚其表示。本研究验证了广告态度和购买意愿受“第一”表征反应的影响，以及个体广告的哪些因素会产生对“第一”表征的反应。

Misleading advertisements that have a bad influence on proper goods selection by consumers are regulated by the Act against Unjustifiable Premiums and Misleading Representations. The advertisements using emphasis representations as "Customer satisfaction No.1" or "Sales volume No.1" are accompanied by a proviso, but its representation is actually unclear to consumers. This study verifies attitude toward advertisement and purchase intention are affected by the response to "No.1" representations, and what kind of factors about individual advertisements generate the response to "No.1" representations.