Cited by 481Consumer Market Behavior and PricingDecision-Making and Behavioral EconomicsConsumer Behavior in Brand Consumption and Identification

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Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information

Ford, Gary T., Smith, Darlene B., Swasy, John L.·1990·Journal of Consumer Research

DOI 10.1086/209228

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Abstract

Propositions regarding consumers' differential skepticism for search, experience, and credence claims are tested in an experiment using adult consumers. The results provide clear support for Nelson's (1970) hypotheses that consumers are more skeptical of experience than search attribute claims and more skeptical of subjective than of objective claims. No support is found, however, for the Darby and Kami (1973) hypothesis that consumers will be more skeptical of credence than of experience attribute claims or for the hypothesis that consumers will not be less skeptical of experience claims for low-priced goods.

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Advertising as Information
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Authors: Ford, G. T., Smith, D. B., & Swasy, J. L.
Affiliations: American University (US)
Venue: Journal of Consumer Research
Publisher: Oxford University Press (OUP)
Published: 1990-03
Volume: 16
Issue: 4
Pages: 433
ISSN: 0093-5301 (ISSN-L)
1537-5277
DOI: 10.1086/209228
OpenAlex: W2153194202
Cited by: 481
References: 16
Citations by year: 2026: 8 · 2025: 12 · 2024: 17 · 2023: 17 · 2022: 17 · 2021: 18 · 2020: 19 · 2019: 26 · 2018: 23 · 2017: 15 · 2016: 11 · 2015: 20 · 2014: 22 · 2013: 20 · 2012: 23
FWCI: 25.62
Type: journal article
Language: en
Open access: closed
Locations: Journal of Consumer Research (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords: advertising skepticism, advertising claims, information economics, consumer trust in advertising

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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

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Consumer Skepticism of Advertising Claims: Testing Hypotheses from Economics of Information

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