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| Author: | Ford, G. Smith, D. Swasy, J. |
| Title: | Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information |
| Journal: | Journal of Consumer Research
1990 : MAR, VOL. 16, p.433-441 |
| Index terms: | CONSUMER INFORMATION CONSUMER BEHAVIOUR ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | An experiment was made to test propositions regarding consumers' differential skepticism for search, experience, and credence claims. The study confirms a fundamental assumption in information economics that consumers are differentially skeptical of advertising.The results confirm Nelson's (1970) hypotheses that consumers are more skeptical of experience than search attitude claims and more skeptical of subjective than of objective claims. |
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