Johar, Gita Venkataramani; Simmons, Carolyn J - In: Journal of Consumer Research 26 (2000) 4, pp. 307-22
In four experiments we examine the ability of simple concurrent disclosures to correct invalid inferences about brand quality based on advertising claims. We ensure that the disclosure is always encoded, yet we find that it is utilized to correct invalid inferences only under high-capacity...