Consumers' skepticism toward advertising claims

Consumers' skepticism toward 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 Authors: Tien, Cheryl, Phau, Ian
Other Authors: Harry Timmermans
Format: Conference Paper
Published: Recent Advances in Retailing and Services Science 2010
Subjects:
culture-public relations relationship
public relations
education
heuristic
Online Access:http://hdl.handle.net/20.500.11937/33939

Internet

http://hdl.handle.net/20.500.11937/33939

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