Research Interests:
Research Interests:
... of-manufacture and price information on judgments about product quality and overall product evaluation The results suggest that a simple (constant weight) averaging model adequately accounts for the cognitive algebra used by consumers... more
... of-manufacture and price information on judgments about product quality and overall product evaluation The results suggest that a simple (constant weight) averaging model adequately accounts for the cognitive algebra used by consumers to integrate country image and price ...
Research Interests:
Research Interests:
... bar. In reality, how-ever, even the best bar in this group may be significantly higher in fat than the average candy bar. ... category. Thus, it is likely to be useful for mak-ing relative judgments of a brand in comparison with other... more
... bar. In reality, how-ever, even the best bar in this group may be significantly higher in fat than the average candy bar. ... category. Thus, it is likely to be useful for mak-ing relative judgments of a brand in comparison with other brands. ...
Research Interests:
... LOUIS A. MORRIS is President, Louis Morris and Associates. ... research on a particular topic, such as environmental marketing claims (Mayer, Lewis, and Scammon 2001), warning labels (Andrews and Netemeyer 1996; Stewart and Martin... more
... LOUIS A. MORRIS is President, Louis Morris and Associates. ... research on a particular topic, such as environmental marketing claims (Mayer, Lewis, and Scammon 2001), warning labels (Andrews and Netemeyer 1996; Stewart and Martin 1994; Wogalter, DeJoy, and Laughery ...
Research Interests:
Research Interests:
Research Interests:
ABSTRACT Two national surveys, with a total of 2,004 respondents, were conducted to examine comprehension of the terms “recycled” and “recyclable.” Only about five percent of respondents exhibited a thorough understanding of “recycled”... more
ABSTRACT Two national surveys, with a total of 2,004 respondents, were conducted to examine comprehension of the terms “recycled” and “recyclable.” Only about five percent of respondents exhibited a thorough understanding of “recycled” and “recyclable” consistent with EPA and FTC definitions. Moreover, respondents displayed a limited understanding of “pre-consumer waste,” assumed a high percentage of recycled content in products labeled “recycled,” and inferred widespread availability of recycling facilities whenever a “recyclable” claim was made. Less educated and lower income respondents displayed higher levels of miscomprehension than more advantaged respondents. These results suggest the need for regulation of environmental advertising and labeling claims and for consumer education.