Infomercials are the object of both praise and criticism. A mail survey was conducted to determine the level and consequences of beliefs about infomercials-in-general. Results suggest that viewers hold positive and negative beliefs about infomercials and that these beliefs differentially affect general attitude and purchase intent regarding infomercials. The study also considers the effect of overall infomercial exposure on these relationships. The most influential beliefs are identified, and infomercial producers are advised to focus on beliefs that are most critical to their specific marketing strategies.