Brand Trial After a Credibility Change

J. Scott Armstrong, University of Pennsylvania
David B. Montgomery, Stanford University

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Postprint version. Published in Journal of Advertising Research, Volume 10, Issue 5, October 1970, pages 26-32.
Publisher URL: http://www.arfsite.org/Webpages/JAR%5Fpages/jarhome.htm

Abstract

In most frequently purchased, branded product markets, the consumer has little to choose from in terms of significantly differentiated products. The staggering array of manufacturers' claims and counter claims of brand superiority seems to leave consumers somewhat bewildered or cynical. What would happen if the credibility of the appeals made on behalf of one brand should suddenly be enhanced by a seemingly legitimate authority? More specifically, what would characterize consumers who would respond to such a change in credibility?