2024 Volume 13 Issue 1 Pages 37-49
This study aims to devise an effective“ counter-display” label for general consumers and verify its effectiveness. Previous studies have shown that many consumers need to be aware of advertisementsʼ strike-throughs. Even if they know them, the impressions and evaluations they receive from the testimonials are rarely changed by the strike-throughs. Therefore, in this study, we devised a strikethrough display that encourages “selective attention” by viewers and conducted a randomized controlled trial with and without counter-display. Specifically, in health food and supplement advertisements that advertise slimming effects based on the userʼs experience, a comparison was made between a case in which the counterclaim“ may not work for you” was used (experimental group) and a case in which the counterclaim “effects may vary depending on the individual” was used (control group). The experiment results showed that subjective evaluation of the product’s effectiveness was significantly suppressed in the case of the counterfoil“ may not work for you.” It was suggested that the viewer’s subjective evaluation could change depending on the expression method of the counter-display. However, the effect size was only a small, and further validation and discussion on its interpretation are needed.
