Citation

Dugan CC. J. Public Policy Mark. 1989; 8: 227-241.

Copyright

(Copyright © 1989, American Marketing Association)

DOI

unavailable

PMID

unavailable

Abstract

When a product's advertising is introduced in a products liability suit, marketers and consumer researchers can assist both the attorneys and the judge in interpreting its significance. Did the consumer rely on misleading advertising? Did this reliance cause the injury? Appropriate market research can help answer such questions.