The effect of the consistency of product claims on the credibility of persuasive messages

Kenneth J. Roering, Robert J. Paul

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

This article reports the results of a study conducted to determine the effect of the consistency of product claims on the credibility of persuasive messages. The results indicate that 1) the believability of product claims may be increased by disclaiming superiority on some product attributes, 2) low consistency ads result in higher expectancy value ratings than high consistency ads and 3) that the consumer’s sex and personality have no moderating influence on the relationship between the consistency of advertising claims and the persuasiveness of the ad.

Original languageEnglish (US)
Pages (from-to)32-36
Number of pages5
JournalJournal of Advertising
Volume5
Issue number2
DOIs
StatePublished - 1976

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