Abstract
Abstract The issues surrounding attorney advertising have become even more controversial with the recent Supreme Court decision allowing attorneys to advertise through the mail. For years the legal profession had prohibited direct mail advertising by attorneys because it was viewed as a form of in-person solicitation. As with advertising in general, direct mail advertising is perceived by the legal profession as something which would detrimentally affect the already sagging credibility of their profession. This study presents the results of an experiment conducted among attorneys and consumers in which the informational content of five attorney direct mail ads was manipulated to determine what effect, if any, the manipulations would have on the perceived credibility of the advertising attorney. The results substantiate Sherif's theory of social judgement and the notion that consumers and attorneys possess different selective perception processes.
Published Version
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