Corrective Advertising and Affirmative Disclosure Statements: Their Potential for Confusing and Misleading the Consumer
Open Access
- 1 January 1982
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 46 (1) , 61-72
- https://doi.org/10.1177/002224298204600106
Abstract
If the meaning contained in a remedial message has not been satisfactorily comprehended, then its intended impact upon consumer beliefs cannot logically be achieved. The present investigation, employing three heterogeneous samples, found that remedial messages using “plain English” developed and proposed by the FTC may be widely misunderstood by large segments of the population.Keywords
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