Journal article
The Cognitive Processing of Misleading Adversiting in Young and Old Adults: Assessment and Training
The Journal of consumer research, Vol.14(1), pp.43-54
06/1987
DOI: 10.1086/209091
Abstract
Three experiments evaluated the impact of misleading advertising on old and young adult consumers in terms of: (a) susceptibility to misleading advertising techniques, (b) ability to discriminate between nonmisleading and potentially misleading advertising claims, and (c) responsiveness to training. Although there were no differences when subjects responded from memory (Experiment 1), young adults were less susceptible to misleading techniques when advertisements were available during assessment (Experiment 2). Finally, training reduced susceptibility in both groups, although it also reduced discrimination in the young adults (Experiment 3). These findings were discussed in terms of potential age-related cognitive and cohort differences.
Details
- Title: Subtitle
- The Cognitive Processing of Misleading Adversiting in Young and Old Adults: Assessment and Training
- Creators
- Gary J. Gaeth - University of IowaTimothy B. Heath - University of Iowa
- Resource Type
- Journal article
- Publication Details
- The Journal of consumer research, Vol.14(1), pp.43-54
- DOI
- 10.1086/209091
- ISSN
- 0093-5301
- eISSN
- 1537-5277
- Publisher
- Oxford University Press
- Language
- English
- Date published
- 06/1987
- Academic Unit
- Marketing
- Record Identifier
- 9984963231302771
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