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- Title
Evidence on the Effects of Mandatory Disclaimers in Advertising.
- Authors
Green, Kesten C; Armstrong, J. Scott
- Abstract
The authors find no evidence that consumers benefit from government-mandated disclaimers in advertising. Experiments and common experience show that admonishments to change or avoid behaviors often have effects opposite to those intended. The authors examine 18 experimental studies that provide evidence relevant to mandatory disclaimers. Mandated messages increased confusion for consumers and were ineffective or harmful in the 15 studies that examined perceptions, attitudes, or decisions. The authors conduct an experiment on the effects of a government-mandated disclaimer for a Florida court case, showing two advertisements for dentists offering implant dentistry to 317 participants. Only one advertiser had implant dentistry credentials. Participants exposed to the disclaimer recommended the advertiser who lacked credentials more often, and women and less-educated participants were particularly prone to this error. In addition, participants drew false and damaging inferences about the credentialed dentist.
- Subjects
GOVERNMENT policy on advertising; CONSUMER attitudes; DISCLAIMERS; SENSORY perception; ADVERTISERS
- Publication
Journal of Public Policy & Marketing, 2012, Vol 31, Issue 2, p293
- ISSN
0743-9156
- Publication type
Article
- DOI
10.1509/jppm.12.053