Selected Effects of Qualifying Statements regarding Technical Performance Claims: An Experimental Investigation Academic Article uri icon


  • This research investigated the effects of a qualifying statement on a readers confidence in, and image of, a technical performance claim in a print advertisement. The study focused on variatidns in the intensity and location of qualifying statements, the source of the performance test results, and readers familiarity with the advertised product. Analyses of variance and orthogonal contrasts were employed to test fourteen hypotheses. The findings suggest that the use of a qualifying statement regarding a technical performance claim reduces a readers confidence in the claim and makes his or her image of the claim less favorable. Other statistically significant findings also are reported. 1980 Taylor & Francis Group, LLC.

published proceedings

  • Journal of Advertising

author list (cited authors)

  • Moore, C. W., & Pride, W. M.

citation count

  • 6

complete list of authors

  • Moore, Carlos W||Pride, William M

publication date

  • June 1980