Public policy relating to consumer comprehension of television commercials: A review and some empirical results

The utility of disclosure supers in television commercials in providing consumers with useful information is investigated. First the role of the various regulatory agencies in monitoring disclosure supers is reviewed. Next we review the role of consumer behavior theory in explaining how consumers process disclosure information. Then we develop and test hypotheses relating to four format aspects of disclosure supers. The findings supported the hypotheses. Viewers demonstrated lower levels of comprehension for disclosure information relative to information in the body copy of the commercials. Comprehension of disclosure information increased when typeface of disclosure was larger and when a voice-over accompanied the disclosure, but decreased when volume of information in disclosure supers increased. The implications of the findings for public policy are discussed.

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Verbraucherpolitische Einflunahme auf das Verbraucherverständnis von Werbebotschaften im Fernsehen: Ein überblick und einige empirische Befunde

Zusammenfassung Der Beitrag befa\t sich mit dem Nutzen von Informationsauflagen bei Werbespots im Fernsehen, die dem Konsumenten nützliche Informationen zur Verfügung stellen sollen. Zunächst werden die verschiedenen Institutionen geschildert, die die Befolgung von Informationsauflagen überwachen. Als nächstes wird die Bedeutung der Theorie des Konsumentenverhaltens behandelt, wenn es darum geht, die Verarbeitung des Inhaltes von Informationsauflagen durch die Konsumenten zu erklären. Anschlie\end entwickeln die Autoren einige Hypothesen über die Wirkung unterschiedlicher Gestaltungsbedingungen auf die Informationsübermittlung. Diese Hypothesen werden durch die Befunde im wesentlichen bestätigt: Der Inhalt von Informationsauflagen wird insgesamt weniger gut verstanden als der eigentliche Inhalt der Werbebotschaft. Das Verständnis der Informationsauflage ist höher bei grö\erem Schriftgrad. Es ist auch höher, wenn ihr Inhalt nicht allein in Schriftform bezeichnet wird, sondern wenn er zusätzlich auch noch gesprochen wird. Es ist allerdings geringer bei grö\erer Informationsmenge. Abschlie\end werden einige verbraucherpolitische Empfehlungen gegeben.

     

Buyer and seller perceptions of transportation purchasing variables

The study in this article involved the investigation of 15 carrier selection variables over three dimensions by three groups with high involvement in the purchasing decision—traffic managers, sales representatives, and sales managers. The primary focus of the study was the identification of significant differences in the assessment of importance of the technical abilities of a carrier, the service orientation of a carrier and the image of a carrier as perceived by sales managers and sales representatives representing the selling systems, and traffic managers representing the buying systems.     

Een terugblik op Mr. N. G. Pierson

Summary Dr. Holtrop's address on the occasion of the award of the Dr. N. G. Pierson medal to Professor C. Goedhart and to Professor G. A. Kessler answers the question why it is still meaningful to commemorate Dr. N. G. Pierson (1839–1909), the foremost Dutch economist of the 19th century. Pierson was successively a managing director and later governor of the Nederlandsche Bank (1868–1891), a professor of economics (1877–1886), a minister of finance (1891–1894 and 1897–1901) and a prime-minister (1897–1901). A brief outline is given of Pierson's publications in the fields of (1) methodology, (2) the social problem, (3) the international monetary system, and (4) equitable taxation. The address concludes with a quotation from Alfred Marshall's last letter to Pierson.

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Oud-president van de Nederlandsche Bank.

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Tekst van een toespraak, gehouden als voorzitter van de Stichting Mr. N. G. Pierson Fonds, ter gelegenheid van de uitreiking der Mr. N. G. Pierson-penning aan Prof. dr. C. Goedhart en aan Prof. dr. G. A. Kessler op 15 september 1978 in het gebouw van De Nederlandsche Bank te Amsterdam. De inleiding van de toespraak is enigszins verkort weergegeven.     

Post-industrial Canada: An econometric modelling approach

This study brings together the predominantly qualitative approach of social forecasting—as manifested by Daniel Bell's concept of the post-industrial society—and the quantitative analysis of econometric forecasting. The econometric model used here is the candide model of the Canadian national economy. The author seeks to verify the compatibility of some hypotheses of the post-industrial concept by using candide to develop a post-industrial scenario; in doing so, he obtains quantitative estimates of many critical features of the concept within the framework of a structured and reasonably consistent model.     

The theory of effective protection a critique

Summary A linear two-by-two general equilibrium model of international trade has been developed with international mobility of capital goods and capital funds. By means of this model the consequences of imposing an ad valorem tariff on imported inputs and imported consumption have been investigated. Special attention has been paid to the consequences of a differentiated tariff structure for total imports.The analysis leads to the conclusion that in the present model a unique relation between the differentiated tariff structure and the effective protective rate does not exist.In many respects this article draws heavily upon my doctoral dissertation:Heterogeen kapitaal en internationale handel, mimeographed, Tilburg, 1973