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    Consumers' skepticism towards advertising claims

    239841_Tien 2011 5 year embargo.pdf (3.705Mb)
    Access Status
    Open access
    Authors
    Tien, Cheryl Marilyn
    Date
    2011
    Supervisor
    Prof. Ian Phau
    Dr Steve Dix
    Type
    Thesis
    Award
    MPhil
    
    Metadata
    Show full item record
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/2237
    Collection
    • Curtin Theses
    Abstract

    The purpose of this study is threefold. It investigates (a) how personal and social influences affect consumers’ skepticism toward advertising claims (CSA) and how CSA influences inferences of manipulative intent (IMI), (b) the mediating role of attitude toward the advertisement between IMI and product judgment and (c) the moderating roles of brand familiarity and perceived risk on consumers’ skepticism toward advertising, inferences of manipulative intent and product judgment.

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