Effect Of Deceptive Advertising On Claim Recall:An Experimental Research | Komal Nagar

Consumers recall or use different criteria to evaluate a brand. This study intends to find out if false claims are recalled more often than true claims in an advertisement. The present study attempts to achieve this objective by using a modified version of an analgesic print advertisement in an experimental design. Results of the study reveal that when both true and false claims are present in the same advertisement, then true claims are recalled more often than false claims. However, the order in which true and false claims are recalled is found to be insignificant