Readings in Advertising Claims Substantiation

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Institute for Perception, Jun 1, 2016 - Business & Economics - 94 pages
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  Eight chapters exploring three topics crucial to making defensible claims

Among the important topics in supporting advertising claims, there are three that have needed attention for the last decade.  These three topics are testing for equivalence, testing for multiplicative claims, and accounting for no preference/difference in product testing.  After reading this book, practitioners will have a reliable basis for making defensible and truthful advertising claims that can be backed up by competent science.  

Daniel M. Ennis and John M. Ennis use their combined expertise to guide readers to develop a technical background in the three areas that support advertising claims substantiation. If you are involved in providing technical support for claims, or refuting those of your competitors, you will need to know what is in this book.  


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Hypothesis Testing for Equivalence Defined on Symmetric Open
Equivalence Hypothesis Testing
Tables for Parity Testing
Justifying CountBased Comparisons
Confidence Bounds for Multiplicative Comparisons
Accounting for No DifferencePreference Responses or Ties
A Comparison of Three Commonly Used Methods for Treating

Common terms and phrases

About the author (2016)

 Dr. Daniel M. Ennis is the President of The Institute for Perception. Danny has more than 35 years of experience working on product testing theory and applications for consumer products. He has doctorates in food science and mathematical & statistical psychology. He has published extensively on mathematical models for human decision-making and was the first to show that humans possess a transducer in the chemical senses. Danny is the 2013 recipient of the Sensory and Consumer Sciences Achievement Award from IFT and also the ASTM 2013 David R. Peryam Award in recognition of “outstanding contributions to the field of basic and applied sensory science.” Danny consults globally and has served as an expert witness in a wide variety of false advertising cases.

 Dr. John M. Ennis is Vice President of Research Operations at The Institute for Perception. John received his PhD in mathematics from the University of California at Santa Barbara, where he also conducted his post-doctoral studies in cognitive neuroscience within the Psychology department . An active researcher, he has published in statistics, mathematics, psychology, marketing research, and sensory science. John has a strong interest in the widespread adoption of best practices throughout sensory science, serves on the editorial board of the Journal of Sensory Studies, is chair of the ASTM subcommittee E18.04 - “Fundamentals of Sensory", and is the 2013 winner of the Food Quality and Preference award for contributions by a young researcher.