Consumer Perceptions of Advertising as Misleading
A mail survey was conducted of 314 residents of two California cities to measure consumer perception of the prevalence of misleading advertising. Information was obtained concerning the extent of misleading advertising in the various media, for 30 products and services and for three age groups. The findings indicate that over half of the sample viewed “most” or “all” mail and telephone advertising as misleading, and that 38 percent of the respondents regarded “most” or “all” television advertising as misleading. Newspaper advertising was considered the most credible. Findings indicate that “most” or “all” advertising for products and services was viewed as misleading by 30 percent of the respondents. Findings for actions taken concerning misleading advertising indicate that nearly half of the sample had registered a complaint to the store or person advertising and that 29 percent of the respondents had complained to a manufacturer. Also, findings for the age groups indicate that two out of three respondents regarded “most” or “all” advertising directed at children as seriously misleading. Advertising directed at senior citizens was viewed as seriously misleading by 45 percent of the sample, and advertising directed at young and middle-aged adults was viewed as only slightly less misleading.
Proposed Model of Attitude Toward Advertising Through Sport
When attending or watching sporting events, amateur or professional, people are exposed to a variety of advertising. People form attitudes toward advertising that influence their decision making processes to purchase a particular advertiser’s product. The current study examines a new construct, attitude toward advertising through sport, derived from Pollay and Mittal’s (1993) model of attitude toward advertising in general. Through an exploratory investigation a scale to measure attitude toward advertising through sport is tested. The preliminary results from several stages provide support for the conceptualization and measurement of the belief dimensions proposed to influence attitudes toward advertising through sport. The assessments of the structural equation model reveal that respondents’ perceived beliefs of product information and hedonism/pleasure about advertising through sport play significant roles in accounting for their overall attitude toward advertising through sport.
Comparison of Binaural Release from Forward Masking in Animals and Humans. Electrophysiological Studies
Evoked potentials in the inferior colliculus and auditory areas of the cortex were studied in anesthetized guinea pigs and long-latency auditory evoked potentials (LAEP) were studied in waking humans using sequential binaural presentation of pairs of clicks – the masker and the masked signal – with a variable interval between them, to provide the conditions needed for the psychophysical phenomenon of direct forward masking. Introduction of phase differences between the masker and the masked signal led to decreases in suppression of responses to the masked signal and to faster recovery of the reaction types recorded. The greatest relative differences between response magnitudes to antiphase and synphase masked signals were seen at the beginning of the recovery process, and were 1.6, 1.5, and 1.4 respectively for responses from the inferior colliculus, auditory area of the cortex, and LAEP at stimulus intensities of 50–65 dB sound pressure level, differences subsequently decreasing to zero. There was a positive correlation between this measure and the stimulus intensity. The greatest differences between the time at which the recovery process ended for responses to antiphase and synphase masked signals were 4, 250, and about 2000 msec respectively for the inferior colliculus, auditory area of the cortex, and LAEP.