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Consumers may be more trusting of ads than marketers think

Customers tend to buy into the promise held out by ads, more than advertisers give them credit for

Zach Schonbrun | NYT 

The early results from a recent study that Kent Grayson, a North-western University marketing professor, did on consumer scepticism left him feeling a little, well, skeptical. So he ran the trials a few more times. Each time, when participants were asked what they thought of modern advertising techniques, they answered with words like “credible,” “fair” and “good.” The study, done by Mr. Grayson and Mathew Isaac, a professor at Seattle University, and published in April in the Journal of Consumer Research, surveyed 400 participants ...

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First Published: Mon, July 31 2017. 22:33 IST
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