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  • Head-scratching ad claims can alienate consumers, study finds

    Advertising that touts head-scratching scientific ingredients or other details only an expert could appreciate can turn consumers away instead, according to research by Alison Jing Xu and Robert S. Wyer Jr., of the U. of I. College of Business.

    Advertising that touts head-scratching scientific ingredients or other details only an expert could appreciate can turn consumers away instead, according to research by Alison Jing Xu and Robert S. Wyer Jr., of the U. of I. College of Business.

    Photo by L. Brian Stauffer

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      Advertising that touts head-scratching scientific ingredients or other details only an expert could appreciate can turn consumers away instead, according to research by Alison Jing Xu and Robert S. Wyer Jr., of the U. of I. College of Business.

      Photo by L. Brian Stauffer

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