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Media and Price Disclosure Effects in Legal Service Advertising: A Comparison of Attorney and Consumer Attitudes
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During the last 12 years or so, many "service" industries-including airlines, attorneys, physicians, accountants, and insurance companies-have adopted the marketing concept (McCarthy and Perreault, 1984). Further evidence of marketing's role in the service industries is seen in the academic community by a growing number of articles in the Journal of Marketing that address service industry issues (Lovelock, 1983; Parasuraman, Ziethaml, and Berry, 1985), the Proceedings series by the American Marketing Association, the Journal of Professional Services Marketing, and the Journal of Services Marketing.