2011 Fiscal Year Final Research Report
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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| Keywords | 広告効果 / 態度変容 / No.1表示 / 誤認 |
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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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