Day-after Recall of Listerine Corrective Commercials

Abstract

The communication effectiveness of Listerine corrective advertising was assessed through unaided and aided recall measures. The four day-after recall tests revealed that insertion of a corrective message does not have an adverse effect on consumer recall of Listerine's primary sales message. However, there was low unaided and aided recall of the remedial statement, “Listerine will not help prevent colds or sore throats or lessen their severity.” As a result, questions are raised about effectiveness of the FTC's corrective advertising order.