Abstract
Previous findings that people remember implied claims in advertising (e.g., “Crest fights cavities”) as assertions of fact (e.g., “Crest prevents cavities”) were replicated in more naturalistic settings in a series of four studies, using real television and radio programs and commercials, as well as experimental materials in a laboratory setting. Results from the laboratory generalized well to the “real world.”
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This research was supported by a grant to the first author from the Kansas State University Bureau of General Research.
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Harris, R.J., Dubitsky, T.M., Perch, K.L. et al. Remembering implied advertising claims as facts: Extensions to the “real world”. Bull. Psychon. Soc. 16, 317–320 (1980). https://doi.org/10.3758/BF03329554
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DOI: https://doi.org/10.3758/BF03329554