Consumer Involvement and Deception from Implied Advertising Claims
实验发现，高参与度消费者在处理广告时易从不完整比较声称中做出无效推断而受骗；低参与度消费者则可能在测量时才补全声称，看似受骗。第二实验显示，欺骗取决于广告声称的处理要求，低参与度消费者易被不显眼资格声称欺骗。
Results from Experiment 1 reveal that consumers highly involved in processing an advertisement are likely to make invalid inferences from incomplete-comparison claims at the time of processing and, hence, be deceived. Less involved consumers may be induced to complete such claims at the time of measurement, which makes it appear that they also were deceived by the advertisement. Experiment 2 then demonstrates that deception depends on the processing demands of the advertising claim. Only less involved consumers are deceived by inconspicuous-qualification claims, which require detailed processing of the advertisement for non-deception. The author discusses the implications of these findings for advertisers and public policy.