Selected Effects of Qualifying Statements regarding Technical Performance Claims: An Experimental Investigation

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Abstract
This research investigated the effects of a qualifying statement on a reader's confidence in, and image of, a technical performance claim in a print advertisement. The study focused on variatións in the intensity and location of qualifying statements, the source of the performance test results, and readers' familiarity with the advertised product. Analyses of variance and orthogonal contrasts were employed to test fourteen hypotheses. The findings suggest that the use of a qualifying statement regarding a technical performance claim reduces a reader's confidence in the claim and makes his or her image of the claim less favorable. Other statistically significant findings also are reported.

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