Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If you need an accessible version of this item please contact JSTOR User Support

Consumer Involvement and Deception from Implied Advertising Claims

Gita Venkataramani Johar
Journal of Marketing Research
Vol. 32, No. 3 (Aug., 1995), pp. 267-279
DOI: 10.2307/3151980
Stable URL: http://www.jstor.org/stable/3151980
Page Count: 13
  • Read Online (Free)
  • Download ($24.00)
  • Subscribe ($19.50)
  • Cite this Item
If you need an accessible version of this item please contact JSTOR User Support
Consumer Involvement and Deception from Implied Advertising Claims
Preview not available

Abstract

Results from Experiment 1 reveal that consumers highly involved in processing an advertisement are likely to make invalid inferences from incomplete-comparison claims at the time of processing and, hence, be deceived. Less involved consumers may be induced to complete such claims at the time of measurement, which makes it appear that they also were deceived by the advertisement. Experiment 2 then demonstrates that deception depends on the processing demands of the advertising claim. Only less involved consumers are deceived by inconspicuous-qualification claims, which require detailed processing of the advertisement for non-deception. The author discusses the implications of these findings for advertisers and public policy.

Page Thumbnails

  • Thumbnail: Page 
267
    267
  • Thumbnail: Page 
268
    268
  • Thumbnail: Page 
269
    269
  • Thumbnail: Page 
270
    270
  • Thumbnail: Page 
271
    271
  • Thumbnail: Page 
272
    272
  • Thumbnail: Page 
273
    273
  • Thumbnail: Page 
274
    274
  • Thumbnail: Page 
275
    275
  • Thumbnail: Page 
276
    276
  • Thumbnail: Page 
277
    277
  • Thumbnail: Page 
278
    278
  • Thumbnail: Page 
279
    279