No Good Deed Goes Unpunished: Citing Sources in Print Advertisements

Catherine Armstrong Soule, University of Oregon, USA
Leslie Koppenhafer, University of Oregon, USA
This research investigates whether source citation in print advertisements can be detrimental to honest marketers by increasing consumers’ perceptions of deception. The inclusion of source information is meant to increase consumer trust, but it may have the opposite effect. Individual difference measures of advertising skepticism and numeracy are also considered.
[ to cite ]:
Catherine Armstrong Soule and Leslie Koppenhafer (2011) ,"No Good Deed Goes Unpunished: Citing Sources in Print Advertisements ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 734-735.