A Longitudinal Evaluation of the Listerine Corrective Advertising Campaign

Metin Ν. Gürol · Frederick A. Russ

19 citations0/0 files storedJournal of Public Policy & Marketing

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Marketing and Advertising Strategies Pharmaceutical industry and healthcare Consumer Perception and Purchasing Behavior

Abstract

Four waves of telephone interviews with adult mouthwash users were conducted to examine the impact of a corrective advertising campaign on levels of deception. A small, significant relationship was found. Results suggest that corrective advertising can be improved by calling attention to the correction and considering the entire belief structure of the consumer.

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2025Advances in Consumer Research 1978Current issues and research in advertising 1975Deception in Advertising: A Conceptual Approach 1978Cognitive Effects of Deceptive Advertising 1981Identifying Misleading Advertising 1978A Longitudinal Study of Corrective Advertising 1976An Experimental Evaluation of a Proposed Corrective Advertising Remedy 1979Detecting and Correcting Deceptive Advertising

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1987Dimensions of Consumer Expertise 2012Misinformation and Its Correction 2019Public Health and Online Misinformation: Challenges and Recommendations 2021What Exactly Is Marketing and Public Policy? Insights for JPPM Researchers 2012A Review of the Literature on Advertising Regulation

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