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The finding that brands advertised on TV are relatively more difficult to differentiate than those in magazines provides an alternate explanation of why the degree of consumer involvement with advertising is less for TV than for magazines.

Ninety college students looking both at ads and at illogical re-statements of their contents were prone to accept the illogic—perhaps because they were looking for what the advertiser would have liked most to say.

A discussion of the meaning of the statistical level of signit, noting that in theory it must be determined on the basis of values which the res'er places on the various outcomes of his work. In practice this has not been done; instead, the .05 level has been arbitrarily adopted. A simplified method for computing one's appropriate level, based on decision theory & game theory principles, is presented. The method was used to compute levels for 56 persons working on campuses in COMM res. The levels were found to be much larger than the traditional .05. Because levels appear to vary from person to person, a strategy re the level of signif is suggested for people who read & use published res. AA.

There is some evidence to suggest that people do rely upon puffery as fact and thus place themselves in a position to be deceived by that which is not true.

This department is devoted to shorter reports on research in the communications field. Readers are invited to submit summaries of investigative studies interesting for content, method or implications for further research.