The study, Damage from Corrective Advertising: Causes and Cures, looked at the reasons why 89% of consumers are so suspicious of advertising. This study showed that using corrective advertising has given us, consumers, a lack of trust in the whole industry. “Damage from Corrective Advertising: Causes and Cures”, however, says that by giving a plausible explanation for the misleading claim through a press release, other negative reactions could be avoided. Still, advertisers have to ensure their claims are genuine instead of using other methods like word-of-mouth trough the internet to reach consumers and gain their trust.
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http://www.marketingmag.ca/english/news/pr/article.jsp?content=20080821_144337_22360
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