A Study on Misleading Mechanism for Advertisements and Guidelines for its Prevention
| Project/Area Number |
21530443
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Hosei University |
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Principal Investigator |
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| Project Period (FY) |
2009 – 2011
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| Project Status |
Completed (Fiscal Year 2011)
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| 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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| Keywords | 広告効果 / 態度変容 / No.1表示 / 誤認 / ベイズ推定 / 共分散構造分析 / 分散分析 / 二元配置分散分析 / 広告コミュニケーション効果 / 広告への誤認 / テキストマイニング |
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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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Report
(4 results)
Research Products
(7 results)
