Affiliation:
1. University of North Carolina at Chapel Hill.
2. College of Business and Administration at St. Joseph's University in Philadelphia.
Abstract
Four waves of telephone interviews with adult mouthwash users were conducted to examine the impact of a corrective advertising campaign on levels of deception. A small, significant relationship was found. Results suggest that corrective advertising can be improved by calling attention to the correction and considering the entire belief structure of the consumer.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
9 articles.
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