Ad scepticism and retouch-free disclaimers: Are they worth it?

Abstract

The present study analyses the impact of ad scepticism on the way consumers perceive advertising and process its effects, and considers the influence of ad disclaimers. We conduct an experiment that explores three different contexts, namely (1) the total absence of ad disclaimers, (2) the presence of a retouch-free disclaimer and (3) the presence of a retouched disclaimer. By showing how ad scepticism fits in the advertising attitudinal approach, and how new digital developments affect consumers’ processing of advertisements, the results of this experiment can contribute to the marketing literature and clarify relevant topics for practitioners. This paper shows the significant influence played by ad believability and attitude towards the ad on behavioural intentions. This underlines, particularly for marketing practitioners, the importance of an ad’s believability and the credibility of its claims in the sales outcome. Most importantly, the framework offered by this paper shifts the attention towards the believability of advertising disclaimers aimed at clarifying the use of digitally enhanced images.     

Wie gut sind die Prognosen der Arbeitsgemeinschaft wirtschaftswissenschaftlicher Forschungsinstitute in der Bundesrepublik Deutschland?:- Ein Kommentar

Ohne Zusammenfassung     

Comment Did PATCO really lead to the British miners’ strike?*

Here Herbert Northrup Duncan Campbell discuss an article published in this Journal (Vol 17 No 2 Summer 1986)-the author subsequently responds to their comments.     

The average number of events per time unit and its estimation

Let ζ _t be the number of events which will be observed in the time interval [0;t] and define as the average number of events per time unit if this limit exists. In the case of i.i.d. waiting-times between the events,E[ζ _t ] is the renewal function and it follows from well-known results of renewal theory thatA exists and is equal to 1/τ, if τ>0 is the expectation of the waiting-times. This holds true also when τ = ∞.A may be estimate by ζ _t /t or where is the mean of the firstn waiting-timesX ₁,X ₂, ...,X _n . Both estimators converage with probability 1 to 1/τ if theX _i are i.i.d.; but the expectation of may be infinite for alln and also if it is finite, is in general a positively biased estimator ofA. For a stationary renewal process, ζ _t /t is unbiased for eacht; if theX _i are i.i.d. with densityf(x), then ζ _t /t has this property only iff(x) is of the exponential type and only for this type the numbers of events in consecutive time intervals [0,t], [t, 2t], ... are i.i.d. random variables for arbitraryt > 0.