Two meta-analyses of attitudes toward advertising by professionals are presented, which allow formulation of generalizations from 10 years’ research spanning the time since the relaxation of professional advertising restrictions first was discussed and subsequently implemented. Results suggest that differences in attitudes across professions may be attributable to the importance, heterogeneity, and assess-ability of quality levels; that exposure to professional advertising produces attitude changes in favor of increased advertising by professionals; and that consumers are more favorably disposed toward such advertising than are professionals.
Get full access to this article
View all access options for this article.
References
1.
AssmusGert, FarleyJohn U., and LehmannDonald R. (1984), “How Advertising Affects Sales: Meta-Analysis of Econometric Results,”Journal of Marketing Research, 21 (February), 65–74.
2.
Bates v. State Bar of Arizona (1977), 97 S.Ct. 2691, 45 U.S., L.W. 4895.
3.
CarverM. RobertJr., KingThomas E., and LabelWayne A. (1979), “Attitudes Toward Advertising by Accountants,”Financial Executive, 47 (October), 27–32.
4.
ChurchillGilbert A.Jr., FordNeil M., HartleySteven W., and WalkerOrville C.Jr. (1985), “The Determinants of Salesperson Performance: A Meta-Analysis,”Journal of Marketing Research, 22 (May), 103–18.
5.
ChurchillGilbert A.Jr., FordNeil M., HartleySteven W., and Paul PeterJ. (1984), “Research Design Effects on the Reliability of Rating Scales: A Meta-Analysis,”Journal of Marketing Research, 21 (November), 360–75.
6.
DarlingJohn R., and HackettDonald W. (1978), “The Advertising of Fees and Services: A Study of Contrasts Between, and Similarities Among, Professional Groups,”Journal of Advertising, 7 (Spring), 23–34.
7.
FarleyJohn U., HowardJohn A., and LehmannDonald R. (1976), “A Working Version Car Buyer-Behavior Model,”Management Science, 23 (November), 235–47.
8.
FarleyJohn U., HowardJohn A., and LehmannDonald R. (1986), Meta-Analysis in Marketing: Generalization of Response Models., Lexington, MA: Lexington Books.
9.
FarleyJohn U., HowardJohn A., and OlivaTerrence A. (1985), “Are There Laws in Production? Cobb-Douglas Revisited,” working paper, Columbia University.
10.
FarleyJohn U., HowardJohn A., and RyanMichael J. (1981), “Generalizing from Imperfect Replication,”Journal of Business, 54 (October), 597–610.
11.
FarleyJohn U., HowardJohn A., and RyanMichael J. (1982), “Patterns in Parameters of Buyer Behavior Models: Generalization from Sparse Replication,”Marketing Science, 1 (Spring), 181–204.
12.
GlassGene V., McGawBarry, and SmithMary Lee (1981), Meta-Analysis in Social Research., Beverly Hills, CA: Sage Publications, Inc.
13.
Goldfarb v. Virginia State Bar (1975), 421 U.S. 773.
14.
HedgesLarry V., and OlkinIngram (1985), Statistical Methods for Meta-Analysis., Orlando, FL: Academic Press, Inc.
15.
HiteRobert E., and BellizziJoseph A. (1986), “Consumers’ Attitudes Toward Accountants, Lawyers, and Physicians with Respect to Advertising Professional Services,”Journal of Advertising Research, 26 (June/July), 45–54.
16.
HiteRobert E., and AndrusDavid M. (1988a), “Attitudinal Differences Between Consumers and Psychiatrists With Regard to Advertising Psychiatric Services,”Journal of Health Care Marketing (forthcoming).
17.
HiteRobert E., and AndrusDavid M. (1988b), “Consumer Versus Dentist Attitudes Toward Advertising Dental Services,”Journal of Health Care Marketing, 8 (March), 30–8.
18.
HunterJohn E., SchmidtFrank L., and JacksonGregg B. (1982), Meta-Analyses: Cumulating Research Findings Across Studies., Beverly Hills, CA: Sage Publications, Inc.
19.
KvizFrederick J. (1984), “Attitudes Toward Physician Advertising Among Rural Consumers,”Medical Care, 22 (April), 300–10.
20.
KwokaJohn E.Jr. (1984), “Advertising and the Price and Quality of Optometric Services,”American Economic Review, 74 (March), 211–16.
21.
LaBarberaPriscilla, and ReddySrinivas K. (1987), “Resistance to the Adoption of Advertising by Dermatologists and Plastic Surgeons,”Journal of Advertising Research, 27 (June/July), 43–9.
22.
MeskinLawrence H. (1978), “Advertising of Dental Services: A Consumer and Dentist Attitude Survey,”Journal of the American College of Dentists, 45 (October), 247–53.
23.
MillerJohn A., and WallerRobin (1979), “Health Care Advertising: Consumer vs. Physician Attitudes,”Journal of Advertising, 8 (Fall), 20–9.
24.
MonroeKent B., and KrishnanR. (1983), “A Procedure for Integrating Outcomes Across Studies,” in Advances in Consumer Research, Vol. 10, BagozziRichard P., and TyboutAlice M., eds. Ann Arbor, MI: Association for Consumer Research, 503–8.
25.
NelsonPhillip (1970), “Information and Consumer Behavior,”Journal of Political Economy, 78 (March/April), 311–29.
26.
NelsonPhillip (1974), “Advertising as Information,”Journal of Political Economy, 81 (July/August), 729–54.
27.
NelsonPhillip (1978), “Advertising as Information Once More,” in Issues in Advertising, TuerckDavid, ed. Washington, DC: American Enterprise Institute, 133–60.
28.
OliverDebra D., and PoseyClyde L. (1980), “National Vs. Local Accounting Firms: What Are Their Differences of Perception Concerning Advertising?”Akron Business and Economic Review, 14 (Fall), 1–5.
29.
PetersonRobert A., AlbaumGerald, and BeltraminiRichard P. (1985), “A Meta-Analysis of Effect Sizes in Consumer Behavior Experiments,”Journal of Consumer Research, 12 (June), 97–103.
30.
RyanMichael J., and BarclayDonald W. (1983), “Integrating Results from Independent Studies,” in Advances in Consumer Research, BagozziRichard P., and TyboutAlice M., eds. Ann Arbor, MI: Association for Consumer Research, 492–6.
31.
ShapiroIrwin A., and MajewskiRobert F. (1983), “Should Dentists Advertise?”Journal of Advertising Research, 23 (June/July), 33–7.
32.
ShimpTerence, and DyerRobert (1978), “How the Legal Profession Views Legal Service Advertising,”Journal of Marketing, 42 (July), 74–81.
33.
SwerdlowRobert A., and StaplesWilliam A. (1980), “Dentists’ Views on Advertising in Their Profession,”Akron Business and Economic Review, 11 (Summer), 33–7.
34.
VanierDinoo, and SciglimpagliaDoland (1981), “Consumer Attitudes Toward Advertising by Professionals: The Case of the Medical Profession,” in Current Issues and Research in Advertising.Ann Arbor, MI: University of Michigan, 149–66.
35.
WilsonVictoria J. (1984), “Attitudes Toward Medical Marketing in Maricopa County,”Arizona Medicine, 41 (November), 743–9.
36.
YoungM. G. (1983), “Physician Advertising—Legal and Ethical Considerations,”Texas Medicine, 79 (March), 79–82.
