CRITIQUE.

This article presents comments on the research paper "An Experimental Study of Attitude Change, Advertising, and Usage in New Product Introduction," which was published in the 1972 issue of "Journal of Advertising." The paper researched attitude change towards a household cleaning product. The authors feel that the study should have made an indication over the direction of attitude change and that the experimental design of the project could have been explained better by the process of counter-attitudinal advocacy.