The impact of corrective advertising upon consumers' attitudes, beliefs, and behavior

Laboratory experiments regarding the effectiveness of corrective advertising have produced mixed and somewhat inconsistent results. These findings, as well as previous conceptual contributions to the literature, are reviewed and briefly discussed. An alternate basis upon which to predict the impact of corrective advertising on consumers is proposed and supporting literature from social psychology is reviewed. The authors conclude that corrective advertising is not likely to achieve the goals of FTC policy makers.