Perceived Believability of Research Results Information in Advertising
研究了广告中研究结果信息的五个特征如何影响消费者对其可信度的感知，基于实地调查得出对广告商的启示。
Abstract 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.