Brand Trial after a Credibility Change

Journal of Advertising Research, Vol. 10, No. 5, pp. 26-32, 1970

9 Pages Posted: 16 Feb 2005 Last revised: 31 Dec 2011

See all articles by J. Scott Armstrong

J. Scott Armstrong

University of Pennsylvania - Marketing Department

David B. Montgomery

Stanford Graduate School of Business


This study examined certain characteristics of households which responded to a significant change in the credibility of the appeals made on behalf of a brand. The empirical situation was that of the legitimization of Crest's claim of decay prevention by the American Dental Association. A prior model was specified which indicated how certain behavioral variables should affect trial of Crest subsequent to the ADA endorsement. The prior model received modest support from a variety of different analyses, and for two independent samples. The fact that several analyses over two independent samples yielded a substantial amount of agreement strengthens the case for the prior model somewhat. The strongest support for the prior model comes from the directional predictions. By and large these predictions were correct and were consistent between the analysis and test samples. Measurement of the magnitude of the effect of each variable was more problematical. While the regression results were quite consistent between the samples, the tree and maximum contrast cell analyses provided less consistent findings related to the magnitudes of effects. The overall ability to predict Crest trial, while statistically significant, was rather modest. Clearly there is substantial room for improvement and refinement. Brand loyalty and relative advantage were consistently important across analyses and samples. These are variables which may be obtained from the standard types of data available from consumer panels. The results for the other, less standard variables are not so clear cut. While the test sample regression and the maximum contrast cell analysis provide some suggestive results, it cannot be suggested that these additional variables be routinely collected by panel operators on the basis of the analysis to date. What does seem worthwhile is further evaluation of these measures for other product classes and for other market response measures such as brand and store loyalty and dealing activity.

Keywords: Branding, marketing, credibility, brand equity, Crest

Suggested Citation

Armstrong, J. Scott and Montgomery, David B., Brand Trial after a Credibility Change. Journal of Advertising Research, Vol. 10, No. 5, pp. 26-32, 1970, Available at SSRN:

J. Scott Armstrong (Contact Author)

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-5087 (Phone)
215-898-2534 (Fax)


David B. Montgomery

Stanford Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

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