The degree of information contained in advertisements currently is a hot issue. Some consider it part of the social responsibility of marketing people not to publish only 'empty' advertisements, others have stated that more informative advertisements are preferred by the consumers. The research described in this paper was undertaken to determine the role of information in the perception and preference of advertisements.
Some twenty-five years ago, in a basement laboratory at HARVARD University, a team of research psychologists led by S.S. Stevens began working to answer the question : "What is the relation between what we perceive, as human consumers, and what machines tell us about the physical properties of products .Their aim was to develop a measuring system for subjective perception that could parallel the physical measurement of products. During the extensive testing of numerous scales, Stevens accidentally came upon a method that he was to later call "Magnitude Estimation" or Sensory scale of Stevens-Moskowitz.
Some twenty-five years ago, in a basement laboratory at HARVARD University, a team of research psychologists led by S.S. Stevens began working to answer the question : "What is the relation between what we perceive, as human consumers, and what machines tell us about the physical properties of products .Their aim was to develop a measuring system for subjective perception that could parallel the physical measurement of products. During the extensive testing of numerous scales, Stevens accidentally came upon a method that he was to later call "Magnitude Estimation" or Sensory scale of Stevens-Moskowitz.
The Danish National Consumer Union was formed in 1946. On this background the present project has been carried out. The major tasks were: a) Identification of major dimensions along which consumers perceive consumer policies and consumer tactics; B) Measurement of the extend to which various tactics and political views are adapted among different groups of consumers; C) Identification of different combinations of views on consumer policies and consumer strategies; D) An examination of the acceptance of various political views and tactics among consumer union officials, politicians, and members of local consumer groups.