Perceived Believability of Research Results Information in Advertising

Abstract

Research results information is becoming more frequently utilized in advertising to substantiate product performance claims, yet little is known about consumers' perceived believability of this information. Available literature suggests five characteristics of research results information which potentially impact believability, and these are empirically assessed in a representative field setting. The resultant implications for advertisers are discussed.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 78 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.