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- Title
The "Corrective Advertising" Remedy of the FTC: An Experimental Evaluation.
- Authors
Dyer, Robert F.; Kuehl, Philip G.
- Abstract
The FTC's corrective advertising remedy has been a subject of controversy and debate since it was first introduced in 1970. Yet relatively little empirical research has been performed to assess the impact of this measure. This article reports the results of an experimental study of the communication effects of alternative types of affirmative disclosure. The authors' findings raise some important questions for marketers and public policy makers about the effectiveness of the corrective advertising remedy.
- Subjects
UNITED States; MARKETING research; CORRECTIVE advertising; FALSE advertising -- Government policy; CONSUMER attitudes; COMPETITION; METHODOLOGY; BROADCAST advertising; PRINT advertising; UNITED States. Federal Trade Commission; GOVERNMENT policy
- Publication
Journal of Marketing, 1974, Vol 38, Issue 1, p48
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250166