A Controlled Field Study of Corrective Advertising Using Multiple Exposures and a Commercial Medium
通过电台测试Listerine纠正广告的效果，发现其在自然曝光和多次曝光下能有效降低目标信念，且对其他变量无显著影响。
An “on-air” radio test was made of the Listerine corrective advertising remedy. The method applied is an improvement on previously used approaches in terms of “natural” exposure, multiple exposure to the corrective commercial, and a separation of experimental treatments from the dependent measures. In contrast to the results of previous studies, the corrective commercial is found to be effective in lowering target beliefs, yet precise enough to have no significant effect on any other dependent variables.