haku: @author Kim, C. K. / yhteensä: 2
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| Tekijä: | Lord, K. R. Kim, C. K. |
| Otsikko: | Inoculating consumers against deception: The influence of framing and executional style |
| Lehti: | Journal of Consumer Policy
1995 : MAR, VOL. 18:1, p. 1-23 |
| Asiasana: | ADVERTISING RESEARCH CONSUMER BEHAVIOUR MARKETING RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | This study examines conditions affecting consumer susceptibility to advertising deception and educational efforts designed to inoculate consumers against it. Results show that consumers are best able to detect deception when their frame of reference (cognitive or affective) is incongruent with the advertisement's executional style (attribute or emotional). Attempts to inoculate consumers against deception by providing factual brand comparisons have their strongest effect among consumers with an affective frame of reference and for emotionally charged ads. |
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