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Published in:
2015 | OriginalPaper | Chapter
Does Corrective Advertising Affect the True Claims?: An Experimental Evaluation
Authors : Metin N. Gurol, Clifford B. Sotnick
Published in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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Many companies that are required to use corrective advertisements worry that the remedial messages designed to change the deceptive beliefs negatively may also affect the true claims of the company negatively. This study evaluated the effectiveness of a corrective advertisement by Listerine which contained several true claims as well as the FTC-ordered corrective statement, in an experimental setting. Findings indicate that the true claims were effective in substantially increasing the beliefs of the subjects about these claims although they appeared along with the corrective statement in the same remedial message.