How does consumers' skepticism affect advertising claims?

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How does consumers' skepticism affect advertising claims?

This research provides some empirical findings of the relationships between the antecedents as well as the outcomes variables of consumers? skepticism toward advertising. Consumer skepticism toward advertising is defined as the tendency toward disbelief of advertising claims (Obermiller and Spangenb...

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Bibliographic Details
Main Author:	Tien, Cheryl
Format:	Working Paper
Published:	School of Marketing, Curtin Business School 2010
Subjects:	consumers' skepticism Skepticism advertising product category
Online Access:	http://hdl.handle.net/20.500.11937/22606

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