An Evaluation of Corrective Advertising Effects: A Field Study

By Kenneth L. BernhardtThomas C. KinnearMichael B. Mazis
1980| Working Paper No. 538

Previous research on corrective advertising has generally involved a forced exposure in a laboratory setting using student subjects. Treatment and criterion variables have also usually been developed by the researcher independent of the real interests of regulators. The current research is a national field study of the STP corrective advertising campaign, as it was actually undertaken by the Federal Trade Commission.