There is extensive research on the benefits of making data-informed decisions to improve learning, but these benefits rely on the data being effectively interpreted. Despite educators' above-average intellect and education levels, there is evidence many educators routinely misinterpret student data. Data analysis problems persist even at districts…

The Supreme Court tentatively extended First Amendment protection to commercial speech, but left the issue of defining and regulating deceptive advertising to the Federal Trade Commission (FTC), which has employed tools such as the cease-and-desist order, affirmative disclosure, and corrective advertising. The FTC Act did not define deception, but…

Despite a lack of evidence that subliminal messages experimentally embedded in advertisements produce predictable effects, many people believe they know what "subliminal advertising" is and believe that it is used and that it works. A study investigated this belief. Subjects, 206 Fostoria, Ohio residents, were given two questionnaires…

Based on information solicited from database producers which had files publicly available on SDC and/or Lockheed, this study is intended to help searchers assess available database support materials with regard to their cost, format, depth, and purpose. The eight assumptions addressed cover the following areas: (1) the amount of reference material…

Ninety-six subjects were randomly chosen from 386 bank customers who responded to a questionnaire using subjective variables to segment or label respondents. A review of subjective segmentation studies revealed that the studies can be divided into three approaches--benefit segmentation, attitude segmentation, and life style segmentation. Choosing…

In order to determine the evidence upon which the Federal Trade Commission decides that an advertisement or other sales representation has the capacity or tendency to deceive, a census was conducted of the 3,337 cases in which such decisions have been made from 1916 through 1973. Findings showed that, of 22 categories of evidence, the three most…

One of the central themes in marketing's consumer research has been that of isolating various desired product attributes that determine consumer purchasing patterns. The best way to identify determinant attributes, however, has become the subject of a controversy that has yet to be resolved. Overall, marketing researchers have generally embraced…

Identifies factors to consider when evaluating educational software and describes additional criteria for evaluating software for physically disabled students. Software design which complements school curriculum and is accessible to nondisabled and moderately disabled students is presented as a solution. Sammy Series programs developed to meet…

The concept of "frame of reference" offers a perspective from which to examine the many factors which affect advertising response. The advertiser is interested in affecting two types of overt behavior. First, the individual is induced to select a particular stimulus (the advertisement) from competing stimuli (such as other people, noise,…

This paper reviews press coverage of events surrounding the 1977 governmental decision to ban fluorocarbons in spray cans in the United States. The research reported focused on the years 1972 to 1978 and involved a count of the number of items published in selected newspapers and magazines or aired on the three major networks' evening news…

In an effort to help make products safer and to reduce product-related injuries, the Consumer Product Safety Commission relies heavily on consumer participation. To establish regulations, it utilizes the following: (1) an "Offeror" regulation whereby groups can offer to manage the safety standards development process; (2) a consumer…

The ancient principle of caveat emptor (let the buyer beware) is largely dead, but remnants of the rule remain in the privilege to use puffery, a type of subjective opinion claim which is defended by the law on the ground that it does not deceive the public even though it is false. While behavioral evidence suggests that many such claims actually…

Fifty-two subjects participated in a study of attitudes toward typographic treatment in print advertising. Twenty variations of a basic ad layout, based on nine typographic variables (five for display type and four for body copy), were developed to reflect current trends in fashionable/conservative advertising typography. The subjects sorted the…

A five-point, seven-item semantic differential scale was used to collect data from 130 high school students about their perceptions of foreign-made products and the relation of national stereotypes to product stereotypes. To assure consistency, the same product classes (all products, automobiles, cameras, and mechanical toys) and foreign countries…

Thirty-three novices and 33 expert calculator users took a test in which they predicted what number would be in the calculator's display after a sequence of button presses (such as 2 + 3 +). Subjects' answers did not depend on the brand of calculator they actually owned. Simple production systems models were fit to the performance of each subject.…