PSEUDO-SCIENTIFIC JARGONS AND ADVERTISING PERSUASIVENESS SHAMPOOS

Authors

  • Qazi Mohammad Salman

Abstract

To the best of my knowledge, no study on the effectiveness of using pseudo scientific jargons has been carried out in the Pakistani context. This paper presents the findings of a controlled study on the persuasion effectiveness of the use of pseudo-scientific jargon in advertising. I study the consumer reactions to the use of pseudo-scientific jargons in advertising and explicitly examine the advertisement persuasiveness in terms of consumers’ purchase intention.

References

Kotler, P (2006), “Marketing Managementâ€, Prentice Hall

Meeds, R. (1998): “Technically Speaking: A Content Analysis of Technical Language, Explanatory Context, and information Cues in Magazine Advertising, “Paper presented at the Meeting of the American Academy Advertising, Lexington, KY.

Roy, H. and Laha, A; “Pseudo Scientific Jargon and Advertising Persuasivenessâ€, Indian Institute of Management, Ahmedabad.

Wansink Brain, Ray M. L., Batra R, (1994): “Increasing Cognitive Response Sensitivityâ€, Journal of Advertising, Volume 23, Number 2, June.

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Published

2007-07-01

Issue

Vol. 3 No. 2 (2007): Market Forces Research Journal Volume 3 No 2

Section

CaseStudy

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