811 CONSUMER BEHAVIOR

Advertising writers are very careful about every word they use in an ad. They hope the reader will remember more about certain positive implications than the actual words in the ad. The Consumer Behavior program provides a demonstration of selective interpretation and recall of the content of advertising copy. Eight short ads are presented, followed by questions on the ads. The program analyzes percentages of correct identifications of claims that were and were not made and those that were indeterminate and implied. Of particular interest is the analysis of the reader's agreement with positive implications as stated claims when in fact no direct claim was made.