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CORRECTIVE ADVERTISING: THE INFLUENCE OF CONSUMER INVOLVEMENT AND TYPE OF DECEPTIVE CLAIM
Abstract
The purpose of this study was to investigate the effects of consumer involvement and different types of deceptive claims on the formation and correction of brand beliefs. A sample of 328 students at Arizona State University participated in the experiment. Subjects received multiple exposures of deceptive ads containing (1) objective and subjective claims, or (2) subjective claims. The experimental advertisements and other commercials were embedded in a situation comedy television program. Two days later receivers were treated with a similar television program containing corrective advertisements, or identical ads (innocuous) which did not contain the corrective statements. Subjects' brand beliefs and involvement in the relevant product class were measured after each treatment, or only after the second TV program containing the corrective or innocuous ads. By varying the nature of the treatment stimuli and using both single and repeated measures, the distinct effects of different types of deceptive claims, consumer involvement, and corrective ads could be isolated. The research design also provided the means to control for the effects of forgetting, additional brand advertisements, and the test effect. The results indicate that involvement and the nature of the deceptive claim influence the extent to which consumers accept deceptive messages. However, only involvement not the type of false claim, affects the degree to which receiver beliefs are altered by corrective advertisements. Specifically, more involved receivers possessed higher level brand beliefs than did less involved subjects after viewing deceptive ads. Furthermore, after subsequent corrective ad exposures the beliefs of more involved receivers were lower than the beliefs of the less involved. The beliefs of subjects exposed to deceptive ads containing objective and subjective claims were higher than those of receivers viewing subjective messages. However, no post-correction belief differences were observed between the two groups.
Subject Area
Marketing
Recommended Citation
GILL, JAMES DANIEL, "CORRECTIVE ADVERTISING: THE INFLUENCE OF CONSUMER INVOLVEMENT AND TYPE OF DECEPTIVE CLAIM" (1982). ETD collection for University of Nebraska-Lincoln. AAI8306481.
https://digitalcommons.unl.edu/dissertations/AAI8306481