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ERIC Number: ED141777
Record Type: RIE
Publication Date: 1976
Pages: 224
Abstractor: N/A
Reference Count: N/A
An Experimental Analysis of Selected Effects on Readers of Qualifying Statements Regarding Technical Performance Claims in Magazine Advertisements.
Moore, Carlos William
Four hundred fifty subjects at Texas A&M University provided data, through self-administered questionnaires, to evaluate the influence on readers of qualifying statements regarding technical performance claims in magazine advertisements. Each respondent was exposed to a single treatment by viewing one of 30 versions of mock magazine advertisements. Results suggested the following: confidence in a claim was affected by use and intensity of qualification and by the reader's familiarity with the product; the image of the claim was affected by use of qualification and test source; the image of the product was affected by the intensity and the layout of the qualification; and the image of the advertiser was not appreciably affected by any of the independent variables. The final chapter of the study includes a discussion of various implications for regulatory policy makers and advertising strategists. Suggestions for further research are also presented. (Author/RL)
University Microfilms, P.O. Box 1764, Ann Arbor, Michigan 48106 (Order No. 77-2652, MF $7.50, Xerography $15.00)
Publication Type: Dissertations/Theses
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Ph.D. Dissertation, Texas A&M University