Consumer (Mis)Perceptions and Usage of Third Party Certification Marks, 1972 and 1980: Did Public Po...

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Bibliographic Details
Title: Consumer (Mis)Perceptions and Usage of Third Party Certification Marks, 1972 and 1980: Did Public Policy Have an Impact?;
Authors and Corporations: Laric, Michael V., Sarel, Dan
In: Journal of Marketing, 45, 1981, 3, p. 135-142
published:
American Marketing Association
Media Type: Article, E-Article

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further information
Physical Description: 135-142
ISSN: 0022-2429
published in: Journal of Marketing
Language: English
Collection: sid-55-col-jstorbusiness
sid-55-col-jstoras7
sid-55-col-jstorbusiness2archive
JSTOR Business & Economics
JSTOR Arts & Sciences VII Archive
JSTOR Business II Archive
Table of Contents

<p>This article reviews the provision of information on third party certification marks to consumers, focusing on the potential for misperceptions. Two consumer studies are employed to examine the changes in consumers' perceptions and usage of one certification mark in 1972 and 1980. The relationship between misperception of the marks and usage were positive in both years. In spite of public policy, which impacted the information content of certification marks, significant consumer misperceptions of the certification mark examined still exist.</p>