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Abstract Four recent FTC cases on deceptive advertising were used to examine Fishbein's concepts of attribute salience and inferential belief formation. The findings suggest that (1) attributes considered salient by the FTC may not be considered by consumers when making brand choices, (2) a...
Abstract Criteria are explained for judging deceptive or unfair advertising, especially when directed toward children. A model is presented for ascertaining deception in children's advertising, including the following steps: pre-examination of questioned advertisements, sample selection to...
Abstract This paper proposes that the power of advertising be harnessed to address a significant social problem: the influence of advertising on children's consumption behavior. The Federal Trade Commission is currently studying regulations that would ban or severely restrict television...
Abstract This article reports the results of a study that compared benefit analysis and problem analysis. The salient problems were found to have a stronger relationship with the dependent variable than the salient benefits. Message design implications and measurement problems were discussed.
Abstract This paper examines the influence of magazine and television show choice patterns on the overall use of these media by U.S. men and women. Over 50% of magazine readership can be explained by these patterns, differentiating heavy and light users of the medium based on the “heaviness of...
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