| Budget Amount *help |
¥4,420,000 (Direct Cost: ¥3,400,000、Indirect Cost: ¥1,020,000)
Fiscal Year 2011: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Fiscal Year 2010: ¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
Fiscal Year 2009: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
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| Research Abstract |
Misleading advertisements that have a bad influence on proper goods selection by consumers are regulated by the Act against Unjustifiable Premiums and Misleading Representations. The advertisements using emphasis representations as "Customer satisfaction No.1" or "Sales volume No.1" are accompanied by a proviso, but its representation is actually unclear to consumers. This study verifies attitude toward advertisement and purchase intention are affected by the response to "No.1" representations, and what kind of factors about individual advertisements generate the response to "No.1" representations.
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