Consumer Trust In Advertising, January 2013 [CHART]
A survey of 500 American consumers by Lab42 reveals a healthy dose of skepticism about the accuracy of claims made in ads. The study, which examined broad attitudes towards advertising in all its forms (including print, TV, internet, and social media), found just 3% of respondents believing that claims made in ads are “very accurate,” with far more (19%) believing them to be “very exaggerated.” All told, the proportion finding ads to be at least somewhat exaggerated far outweighed the proportion believing them to be at least somewhat accurate (76% vs. 24%).
Looking at some specific examples of ads that are met with consumer skepticism, the survey results show that 96% of respondents think that half or more weight loss ads are photoshopped, 87% are of the same opinion about cleaning product ads, as are 80% about shampoo ads. Read the rest at MarketingCharts.