Communication strategies to counter deceptive advertising.: An article from: Review of Business

This digital document is an article from Review of Business, published by St. John's University, College of Business Administration on March 22, 1997. The length of the article is 4270 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Research was conducted to examine factors that affect consumer susceptibility to deceptive advertising and strategies that help their being deceived by false claims. Some of the variables investigated in the study included the advertisement's copy style, consumer's frame of reference at the time of message exposure, and the consumer's store of product-relevant information in memory. Results indicated that products or services valued for their experiential characteristics and appeal to emotional or hedonic motivations bring about an emotional processing style.

Citation Details
Title: Communication strategies to counter deceptive advertising.
Author: Kenneth R. Lord
Publication:Review of Business (Refereed)
Date: March 22, 1997
Publisher: St. John's University, College of Business Administration
Volume: v18 Issue: n3 Page: p24(6)

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