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- Title
The Effectiveness of Advertising Explicit Warranties.
- Authors
Dowling, Grahame R.
- Abstract
An experiment was performed to examine the effects of a manufacturer's warranty contained in print advertisements for three new products. Contrary to expectations that consumers would use this extra information to change their attitudes towards the products, the inclusion of a warranty in the advertisements had no effect on perceived risk or intention to buy these products. The results of this study bring into question the value of manufacturers' warranties as a promotional tool.
- Subjects
ADVERTISING; COMMUNICATION in marketing; WARRANTY; COMMERCIAL law; COMMERCIAL products; WARNING labels
- Publication
Journal of Public Policy & Marketing, 1985, Vol 4, Issue 1, p142
- ISSN
0743-9156
- Publication type
Article