Word: liebermans
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...pooh-poohing the need for sterner Government rules against deceptive advertising, agency chiefs like to argue that today's consumer is too smart to be hoodwinked. That comfortable belief has now been shaken by a study presented at a recent gathering of the American Marketing Association by Seymour Lieberman, president of Manhattan-based Lieberman Research Inc. His key finding: deceitful ads can be far more persuasive than promotions that tell the simple truth...
...Lieberman enlisted the aid of the Kenyon & Eckhardt agency to create one deceptive and one truthful television commercial for each of six fictitious products. A panel of 100 largely middle-income consumers watched the truthful commercials and another group of the same size, income and educational level saw the dishonest versions. Both sets of commercials used the same actors, and except for the misleading bits, the same language. Yet in four of the six tests, the cheating commercial placed well ahead of the honest promotion in coaxing the audience into a buying mood...
...evidence was offered to support the notion that increasing the amount of methylglyoxal might be in the least beneficial. When Lite Bite Peaches were outweighed on a scale by a rival brand, the consumer panel got the deliberately misleading-but overwhelmingly persuasive-impression that Lite Bite contained fewer calories. Lieberman hopes that the ad agencies will use his findings to help guide them in avoiding misleading advertisements, but says that so far he sees few signs of interest...
...absurd" as if they were significant and holds out the "false promise of psychological nirvana." Considerable support for Maliver's view (framed in more temperate language) is to be found in Encounter Groups: First Facts (Basic Books; $15), written for professional readers by University of Chicago Psychologist Morton Lieberman, Stanford University Psychiatrist Irvin Yalom and State University of New York Psychologist Matthew Miles. After systematically evaluating more than a dozen varieties of encounter groups, the three scientists found that a third of the participants gained nothing, while another third reaped "negative outcomes" and in some cases sustained "significant psychological...
...However, Lieberman, Yalom and Miles also report that a third of their subjects showed "short-run positive changes." Although the researchers believe that encounter groups sometimes offer "momentary relief from alienation," they warn that the groups can be dangerous and that their "danger is not counterbalanced by high gain...