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- Title
CASUAL INFERENCE IN CONSUMER RESPONSE TO INEQUITABLE EXCHANGE. A CASE OF DECEPTIVE ADVERTISING.
- Authors
Hunt, James M.; Kernan, Jerome B.; Mizerski, Richard W.
- Abstract
An attribution/equity-based model of consumer response to inequitable economic exchange was tested by exposing subjects to varying degrees of deceptive advertising. Results suggest some support for equity theory formulations. Although an apparent "ceiling effect" was encountered across the degree of inequity, distress due to inequitable exchange nevertheless varied as a function of perceived inequity. Findings related to attribution theory and derived propositions were somewhat ambiguous; locus of causality manipulations produced results that appear to be discrepant with Kelley's discounting principle.
- Subjects
FALSE advertising; CONSUMER attitudes; ATTRIBUTION (Social psychology); CONSUMER behavior; ADVERTISING; CONSUMER research; CAUSATION (Philosophy); BUSINESS models; SOCIAL exchange; INFERENCE (Logic)
- Publication
Advances in Consumer Research, 1983, Vol 10, Issue 1, p136
- ISSN
0098-9258
- Publication type
Article