Abstract
Evaluative verbal content represents those advertising claims which refer to intangible product attributes or benefits. Theoretical arguments and empirical evidence indicate that such advertising may deceive receivers via an implication mechanism. But even in the absence of deception, advertisers may find success with evaluative advertising due to the operation of a low involvement information processing dynamic.
Keywords
DeceptionAdvertisingFalse advertisingMechanism (biology)Product (mathematics)PsychologyEmpirical evidenceInformative advertisingNative advertisingOnline advertisingBusinessSocial psychologyComputer scienceThe InternetEpistemologyWorld Wide Web
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Publication Info
- Year
- 1981
- Type
- article
- Volume
- 45
- Issue
- 1
- Pages
- 22-32
- Citations
- 66
- Access
- Closed
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Cite This
Terence A. Shimp,
Ivan L. Preston
(1981).
Deceptive and Nondeceptive Consequences of Evaluative Advertising.
Journal of Marketing
, 45
(1)
, 22-32.
https://doi.org/10.1177/002224298104500103
Identifiers
- DOI
- 10.1177/002224298104500103