Perceived Believability of Research Results Information in Advertising
- 1 October 1985
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 14 (3) , 18-31
- https://doi.org/10.1080/00913367.1985.10672953
Abstract
Research results information is becoming more frequently utilized in advertising to substantiate product performance claims, yet little is known about consumers' perceived believability of this information. Available literature suggests five characteristics of research results information which potentially impact believability, and these are empirically assessed in a representative field setting. The resultant implications for advertisers are discussed.Keywords
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