Kogod School of Business professors Michael Mazis and Manoj Hastak recently completed two studies for the Federal Trade Commission that concluded while the public does believe testimonials in advertising, results of including testimonials vary, according to a report in American Weekly.
"This issue of consumer testimonies is a practice that's been growing in marketing," Hastak told American Weekly. "They've become ubiquitous. They're particularly common in weight-loss products, business opportunities and dietary supplements."
Hastak said a majority of people surveyed seemed to believe the product would have the same effects for them as it did for the endorsers, despite claims that results may not be typical, he told American Weekly.
According to the study, Hastak said people were only convinced that the product would not have the advertised effects when the disclaimer was specific in telling people what may not happen, American Weekly reported.
According to the American Weekly, the FTC will accept comments on the studies and other available research until March 19. They will then look at their endorsement guidelines to see if rewriting is necessary.
