Advertising of legal services: Perceptions of attorneys

Bosho , C. A icle Ad e ising o legal se ices: Pe cep ions o a o neys Sou h A ican Jou nal o Business Managemen P o ided in Coope a ion wi h: Uni e si y o S ellenbosch Business School (USB), Bell ille, Sou h A ica Sugges ed Ci a ion: Bosho , C. (1990) : Ad e ising o legal se ices: Pe cep ions o a o neys, Sou h A ican Jou nal o Business Managemen , ISSN 2078-5976, A ican Online Scien i ic In o ma ion Sys ems (AOSIS), Cape Town, Vol. 21, Iss. 1/2, pp. 10-16, h ps://doi.o g/10.4102/sajbm. 21i1.910 This Ve sion is a ailable a : h ps://hdl.handle.ne /10419/218041 S anda d-Nu zungsbedingungen: Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen Zwecken und zum P i a geb auch gespeiche und kopie we den. Sie dü en die Dokumen e nich ü ö en liche ode komme zielle Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich machen, e eiben ode ande wei ig nu zen. So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen (insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en, gel en abweichend on diesen Nu zungsbedingungen die in de do genann en Lizenz gewäh en Nu zungs ech e. Te ms o use: Documen s in EconS o may be sa ed and copied o you pe sonal and schola ly pu poses. You a e no o copy documen s o public o comme cial pu poses, o exhibi he documen s publicly, o make hem publicly a ailable on he in e ne , o o dis ibu e o o he wise use he documen s in public. I he documen s ha e been made a ailable unde an Open Con en Licence (especially C ea i e Commons Licences), you may exe cise u he usage igh s as speci ied in he indica ed licence. h ps://c ea i ecommons.o g/licenses/by/4.0/ 10 S.-A .Tydsk . Bed y sl.1990,21(1) Ad e ising o legal se ices: Pe cep ions o a o neys C. Bosho Depa men o Business Economics. Vis a Uni e si y. P i a e Bag X613, Po Elizabe h, 6000 Republic o Sou h A ica P o essional p ac i ione s a e inc easingly ques ioning he s a us quo wi h ega d o es ic ions on he ad e ising o p o essional se ices. I occu s agains he backg ound o de elopmen s such as de egula ion and inc eased compe i ion om non-p o essionals. P o essional associa ions a e la gely unce ain how o add ess he issue. This s udy is an a emp o con ibu e owa ds he deba e conce ning ad e ising in he legal p o ession. I epo s on a su ey among I 000 p ac ising a o neys. The s udy ound ha a o neys a e gene ally in a ou o ad e ising hei se ices. bu belie e ha i should be conduc ed wi hin he con ines o ce ain speci ied guidelines. P o cssionele c cnigings is ocnskynlik onseke oo hoc die aags uk benadc behoo e wo d. Hie dic s udie poog om 'n byd ac c maak o die deba oo die ad c e ing an egsdiens c. Ve slag wo d gelewe oo 'n opname onde 1 000 p ak ise cnde p oku cu s. Daa is bc ind da p oku cu s in die algemeen en guns e an die ad e e ing an egsdiens e is, mi s di binne 'n aamwc k an gespesi ee de iglyne plaas ind. In oduc ion Res ic ions on he igh s o p o essional p ac ione s o ad e ise hei se ices ha e ecei ed a ai amoun o a en ion in Ame ican cou s. These es ic ions ha e been iewed agains he backg ound o he i s amendmen o he U.S. cons i u ion which s a es: 'Cong ess shall make no law ... ab idging he eedom o speech, o o he p ess ... ' (Cohen, 1978: 59). T adi ionally, ee speech has hus been p o ec ed by law. Howe e , in o ma ion and opinion dissemina ed in a comme cial con ex such as ad e ising was conside ed me can ile in o igin and no subjec o he same i s amendmen p o ec ion as o he o ms o exp ession (Cohen, 1978: 59). This iewpoin was modi ied in 1975 when he U.S.A. Sup eme Cou uled in Bigelow . Vi ginia ha , because speech appea s in comme cial o m, i does no lose i s amendmen p o ec ion (Hi e & Bellizzi, 1986: 45). In a landma k case, Ba es . S a e Ba o A izona, he cou decla ed ha he ule o he A izona S a e Ba banning ad e ising o legal se ices iola ed cons i u ional p o ec ion o lawye s' comme cial speech. The cou decided ha consume s had he igh o ecei e such in o ma ion (Hi e & F ase , 1988: 95). Howe e , i no ed ha i s decision encompassed only p ice ad e ising o ou ine legal se ices in p in ed media (Smi h & Meye , 1978: 288). Following his decision ad e ising es ic ions ha e been li ed. In Sou h A ica es ic ions on ad e ising by p o essionals a e mos ly s ill in place, bu unde in es iga ion (B ice & Philips, 1986: 80; Bobbe , 1988: 282). In ce ain p o essions ad e ising has been discussed openly and e en encou aged. The Sou h A ican Ins i u e o Cha e ed Accoun an s, o ins ance, held a e e endum du ing 1986 o es ablish whe he accoun an s in public p ac ice we e in a ou o he elaxa ion o es ic ions on ad e ising by i s membe s. In o he p o essions ad e ising is hea ily ques ioned and o en a ques ionable ac i i y (Whea ley, 1983: 23). F om a legal pe spec i e his 'anxie y' may s em om he ideal ha legal counsel is p o ided by a p o ession and no a business -jus ice canno be sold (Haza d, Pea ce & S empel, 1983: 1112). In legal ci cles in Sou h A ica he issue o ad e ising has ecei ed some a en ion, bu limi ed empi ical in o ma ion is a ailable. This s udy in es iga ed how p ac ising a o neys pe cei e he ad e ising o legal se ices. Objec i es The objec i es o he s udy we e o: -es ablish how esponden s iew he possible implica ions o ad e ising o bo h he p o ession and consume s; -indica e which aspec s o ad e ising a o neys a ou and which aspec s hey a e opposed o: -p edic which a o neys a e mos likely o ad e ise hei se ices gi en he oppo uni y o do so; and -in es iga e he ela ionship be ween he a i ude o a o neys owa ds ad e ising and ce ain pe sonal and p ac ice- ela ed cha ac e is ics. Me hodology Ques ionnai es we e mailed o a sys ema ic andom sample o 1000 a o neys in p i a e p ac ice. The egis a ion lis o he Law Socie y o he Cape o Good Hope se ed as sampling ame. A esponse a e o 35,6% was achie ed, a e one mail ollow-up. The ques ionnai e consis ed o 72 s a emen s linked o a i e-poin Like - ype scale on which esponden s could indica e hei ag eemen o disag eemen wi h each s a emen . The scales anged om s ongly ag ee ( alue 5) o s ongly disag ee ( alue 1 ). The s a emen s co e ed he issues on which he deba e o he possible ad e ising o legal se ices cen es. Table 1 indica es he composi ion o he esponden g oup. Non- esponse bias An a emp was made o es ima e non- esponse bias by means o ex apola ion. Time ends we e used, whe e i is assumed ha hose esponding la e a e mo e simila o S.A .J.Bus.Mgm .1990,21(1) Table 1 Composi ion o esponden g oup Pe sonal and p ac ice- ela ed cha ac e is ics Numbe % o o al Age 20-29 30 8,4 30-39 152 42,7 40-49 86 24,2 50-59 57 16,0 60+ 31 8,7 356 100,0 Expe ience in p ac ising o law (yea s) 0- 9 139 39,0 10-19 100 28,1 20-29 58 16,3 30-39 47 13,2 40+ 12 3,4 356 100,0 Language medium o uni e si y a ended P edominan ly English speaking 132 37,1 P edominan ly A ikaans speaking 131 36,8 Double medium 75 21,1 O he 18 5,1 356 100,1 Size o i m (numbe o pa ne s) 1-3 181 50,8 4-6 87 24,5 7+ 88 24,7 356 100,0 Posi ion in i m Senio pa ne 151 42,4 Pa ne 131 36,8 Junio pa ne 23 6,5 P o essional assis an 51 14,3 356 100,0 P edominan ma ke se ed Mainly p i a e indi iduals 35 9,8 Mainly business and o he o ganiza ions 7 2,0 Mainly p i a e indi iduals bu also business and o he o ganiza ions 115 32,3 Mainly business and o he o ganiza ions bu also p i a e indi iduals 79 22,2 An equal p opo ion o business and o he o ganiza ions, and p i a e indi iduals 120 33,7 356 100,0 Loca ion o main b anch Ru al a ea 117 32,9 Cen al business a ea o majo ci y 189 53,l Ou lying a eas o majo ci y 50 14,0 356 100,0 Numbe o b anches 1-2 316 88,8 3-4 40 11,2 5+ 0 0 356 100,0 Leng h o associa ion wi h p esen m (yea s) 0-5 136 38,2 6-10 82 23,0 11-15 33 9,3 16-20 32 9,0 21+ 73 20,5 356 100,0 Due o ounding o , some pe cen ages may no add up o exac ly 100 11 non- esponden s (A ms ong & O e on, 1977: 397). Table 2 shows a compa ison be ween he i s qua ile o esponden s (89) and he las qua ile (89). Accep ing a minimum equi emen o ou deg ees o eedom and a maximum o 20% cells wi h an expec ed equency less han i e, he ollowing a iables we e used o his compa ison: age, expe ience in he p ac ising o Jaw, leng h o pe iod associa ed wi h p esen i m, and na u e o ma ke se ed. The chi-squa e analysis pe o med shows ha he na u e o he ma ke se ed is he only pe sonal and p ac ice- ela ed a iable acco ding o which he i s qua ile di e signi ican ly om he las qua ile - sugges ing ha non- esponse bias was negligible. Owing o he in luence o he size o he i m on he indings o p e ious simila s udies he minimum equi emen o ou deg ees o eedom was elaxed (which weakens he Chi-squa e es ) o es ablish whe he he abo e conclusion also applied o his a iable. While his limi a ion is kep in mind, he i s and las qua iles o esponden s do no di e signi ican ly in e ms o he size o i ms as measu ed by he numbe o pa ne s in ol ed (x2 = 2,421; D. . = 2; signi icance = 0,298). The issues The deba e on he possible ad e ising o legal se ices has cen ed on a numbe o impo an issues. These include: - he possible impac and implica ions o ad e ising on he p o ession and consume s; -p ac ical conside a ions such as he in o ma ion con en o ad e ising, app op ia e media, esponsibili y o placing ad e isemen s; and - egula o y aspec s. The ques ion whe he he ad e ising o legal se ices se es any pu pose is discussed agains he backg ound o he ole o adi ional in o ma ion sou ces used by consume s be o e an a o ney is selec ed. These include epu a ion and pe sonal in o ma ion sou ces such as iends and ela i es. The po en ial implica ions o ad e ising on he legal p o ession and consume s The po en ial impac and implica ions o he ad e ising o p o essional se ices men ioned mos equen ly in he ma ke ing li e a u e (Bloom, 1977; Shimp & Dye , 1978; Smi h & Meye , 1978; Hi e & Bellizzi, 1986; Smi h & Meye , 1980; Haza d, Pea ce & S empel, 1983; Hi e & F ase , 1988) and which a e applicable o he legal p o ession, a e he ollowing: The ad e ising o legal se ices may: - c ea e new job oppo uni ies; -es ablish, modi y, o ein o ce he image o a legal i m; -co ec mis aken belie s abou he pe o mance o eliabili y o a legal i m; -encou age con ac wi h o ial o an p e iously un ied legal se ice; - enhance he epu a ion o he i m o p o ession; 12 Table 2 P o ile o i s and las qua iles o esponden s Fi s qua ile Las qua ile Age o esponden s" 20--29 6 9 30--39 43 41 40-49 19 20 ~59 II 10 60+ 10 9 89 89 Expe ience In p ac ising o law (yea s)b 0-9 31 38 10--19 30 25 20--29 15 15 30--39 II 7 40+ 2 4 89 89 Leng h o imoc:ia ion wi h p esen i m (yea s)" 0--5 27 40 6--10 27 19 11-15 9 7 16--20 9 8 21+ 17 15 89 89 Na u e o ma ke se edd P i a e indi iduals 7 11 Business/o he o ganiza ions 2 Mainly p i a e indi iduals, also business/o he o gani- za ions 24 34 Mainly business/o he o ganiza ions. also p i a e indi iduals 29 12 Equal p opo ion business/ o he o ganiza ions and p i- a e indi iduals 28 30 89 89 • ·x2 = 0,774; d. . = 4; signi icance = 0,942. No signi ican di e ence be ween i s and las qua iles o esponden s b x2 = 2,720; d. . = 4; signi icance = 0.606. No signi ican di e ence be ween he i s and las qua iles o esponden s. < x2 = 4,348; d. . = 4; signi icance = 0.361. No signi ican di e ence be ween he i s and las qua iles o esponden s d x2 = 10,064; d. . = 4; signi icance = 0.039. Signi ican di e ence be ween i s qua ile and las qua ile o esponden s -allow consume s o make op imal a o ney selec ion decisions; -ensu e inc eased o a leas main ain compe i ion (p e en ion o ad e ising limi s compe i ion o he de imen o he public); -dec ease p ices/ ees; S.-A .Tydsk .Bcd y sl.1990,21(1) -enhance he quali y o legal se ices; -heigh en he public's unde s anding o si ua ions whe e legal assis ance is equi ed; -allow consume s o choose a specialis o a pa icula legal p oblem/si ua ion; -in ensi y clien sa is ac ion a e se ice deli e y; -c ea e an awa eness o he se ices o e ed by a o neys; -allow a o neys o specialize; -impai he pe sonal na u e o he clien -a o ney ela ionship; -bene i only he incompe en a o ney; - e ode public con idence in he legal p o ession; -no be seen as c edible in o ma ion by consume s; -expose a o neys o en ep eneu ial isk; -lead o less co-ope a ion among a o neys on ma e s o common in e es ; -lead o a loss o clien s i poo ly execu ed; -ha e a ha m ul in luence on he digni y o he p o ession; -c ea e clien dissa is ac ion due o a i icially in la ed expec a ions; -degene a e in o a ci cus o misleading and decep i e ad e ising; - be o li le alue as he in o ma ion p o ided will be biased; - be o li le alue as consume s will s ill ely on epu a ion and pe sonal in o ma ion sou ces; -dec ease compe i ion as only la ge i ms will be able o a o d i ; -con use a he han enligh en consume s; - esul in p ice collusion among a o neys i p ices/ ees a e lis ed in ad e isemen s o he de imen o he small p ac i ione and hus compe i ion; -lead o compe i i e p essu es, which may esul in dishones and/o une hical beha iou among a o neys; - esul in highe ees o he clien ; - be was e ul and unnecessa y. P ac ical conside a ions Wi h ega d o he in o ma ion con en o ad e ising Shimp & Dye (1978: 76) sugges ed ha he possibili ies ange om gene al in o ma ion (name, add ess. phone numbe , hou s) o comple e ad e ising, including a ea o specializa ion. quali ica ions. and ee schedules. Smi h & Meye (1978: 289). in an empi ical s udy, in es iga ed addi ional aspec s, including amoun o expe ience. law school a ended, awa ds ecei ed, endo semen s om pas clien s, and pas cou pe o mance eco d. In discussing he app op ia eness o a ious media o legal se ice ad e ising. Shimp & Dye (1978: 76) men ioned newspape s, he Yellow Pages, law di ec o ies, adio and ele ision. Hi e & F ase (1988: 95) in a me a-analysis o p e ious esea ch added consume s magazines. di ec mail, ou doo boa ds. and elephone, while Smi h & Meye (1978: 289) added b ochu es in o ice. The ques ion o who should be esponsible o he S.A .J.Bus.Mgm .1990,21(1) placing o ad e isemen s o e s h ee possibili ies, namely p o essional associa ions, indi idual i ms/ a o neys (Shimp & Dye (1987: 76), o comme cial ad e ising agencies. Regula o y aspec s The egula o y aspec s ecei ing a en ion in he ma ke ing li e a u e conce n mainly he deg ee (i any) o egula ion and he possible cos he eo . These issues we e all included in he ques ionnai e which se ed as measu ing ins umen in his s udy. Empi ical indings F equ~ncy dis ibu ions The mos impo an possible implica ions o ad e ising o he legal p o ession and consume s, as iden i ied by esponden s, a e summa ized in Table 3. I e eals a ai ly posi i e a i ude owa ds he possible ad e ising o legal se ices as he majo i y o he po en ial implica ions can be desc ibed as ad an ageous o he p o ession, he public, o bo h. Responden s seem o eel ha he e is a need among he public o addi ional in o ma ion abou a o neys and he se ices hey o e and ha ad e ising is an app op ia e means o sa is ying he need. An in e es ing poin is ha , despi e he o e all posi i e inclina ion owa ds ad e ising, he majo i y o esponden s seem o eel ha a a ou able epu a ion is s ill likely o ensu e ha he consume chooses he bes a o ney. Acco ding o Table 4 esponden s belie e ha i he ad e ising o legal se ices is pe mi ed, a o neys should be allowed o exe cise his igh only wi hin he cons ain s o ce ain guidelines2. Appa en ly es ic ions should be placed on he con en s o ad e isemen s, and on he ad e ising media which may be used, as well as on who may accep esponsibili y o he placemen o ad e isemen s. Responden s eel ha i ad e ising is pe mi ed hey should be allowed o supply he ollowing in o ma ion: • gene al in o ma ion, o example name, add ess, elephone numbe ; • he pa icula legal a eas in wich he i m specializes; • how long he i m has been es ablished; and • he quali ica ions o s a /pe sonnel. Tes imonials by clien s and ee schedules appea o be inapp op ia e. Wi h ega d o ad e ising media, law jou nals, he Yellow Pages, pamphle s, and newspape s appea o be app op ia e bu billboa ds seem o be unaccep able. The esponsibili y o he placemen o ad e isemen s seems o lie wi h he law socie ies o indi idual i ms. A i ude owa ds ad e ising To es ablish whe he common ac o s exis ed wi hin he o iginal da a se , a p incipal ac o analysis was pe o med on he sample co ela ion ma ix o he o iginal 72 s a emen s. The compu e p og am BMDP4M (F ane, Jenn ich & Sampson, 1985) was used, by speci ying a Di ec Qua imin oblique o a ion o he o iginal ac o ma ix (Jenn ich & Sampson, 1966). 13 Table 3 Po en ial implica ions o ad e ising 8 Pe cen age S a emen Ag ee Neu al Disag ee x S.D. A. can c ea e awa eness o i m/ se ices 83,4 10,4 6,2 3,91 0,76 A. can es ablish, modi y, ein o ce image o i m 79,2 11,0 9,8 3,79 0,82 A. will assis public o know who specializes 69,l 10,7 20,2 3,59 0,99 Fees will dec ease 12,9 20,5 66,6 2,35 0,94 A. will allow public o make mo e in o med selec ions o a o neys 69,7 15,2 15,2 3,62 0,91 A. will assis public o know when legal assis ance is equi ed 78,0 9,7 12,3 3,83 0,89 A. will con use public 15,7 14,0 70,2 2,36 1,01 Exis ing in o ma ion sou ces adequa e 20,5 8,4 71, 1 2,27 1,19 A. was e ul, unnecessa y 18,8 13,8 67,4 2,37 1,15 A good epu a ion will ensu e bes a o ney 66,0 15,2 18,8 3,72 1,09 Wo d-o -mou h communica ion does no e lec ue s eng hs/ weaknesses o all a o neys 73,3 19,7 7,0 3,75 0,74 Public needs mo e in o ma ion abou se ices o a o neys 84,3 7,6 8,1 3,99 0,89 A. app op ia e means o sa is ying public's in o ma ion needs 81,7 11,0 7,3 3,% 0,89 • In his able ad e ising is abb e ia ed o A. Keep in mind ha ag eemen wi h each s a emen could be a ed on a i e-poin scale, bu has been collapsed o a h ee-poin scale o acili a e easie epo ing o esul s. Also keep in mind ha some s a emen s we e nega i ely ph ased. Only s a emen s wi h a minimum o 65% ag eemen /disag eemen a e included. The applica ion o his p og am leads o he o a ed ac o ma ix shown in Table 5, iden i ying six common ac o s. O hese, ac o 1 explains 68,2% o he a ia ion. Only his p ima y common ac o , measu ed by 21 o he o iginal s a emen s, is conside ed o u he analysis. Fac o 1 appea s o measu e he pe cep ions o a o neys wi h ega d o he gene al e ec and implica ions o ad e ising o he legal p o ession and he public, and consis s o he ollowing a iables: 34 -ad e ising will c ea e clien dissa is ac ion due o a i icially in la ed expec a ions; 22 -i ad e ising is pe mi ed, i will e en ually degene a e in o misleading and decep i e ad e ising; 33 - compe i i e p essu e due o ad e ising will esul in dishones and une hical beha iou ; 13 -ad e ising will ha m he digni y o he p o ession among a o neys hemsel es; 37 -ad e ising will be expensi e and he clien will ha e o pay o i in he end; 14 19 -public con idence in he legal p o ession will be ha med by ad e ising; 30 -ad e ising will ha m he digni y o he p o ession among he public; 35 -ad e ising will limi co-ope a ion among a o neys on ma e s o common in e es such as legal esea ch; 27 - he public will no ega d he ~n o ma ion p o ided by ad e isemen s as c edible; 12 -i ad e ising is pe mi ed, he la ge i ms will become la ge s ill as only hey can a o d i and he smalle i ms will be e en less compe i i e; 25 -ad e ising will con use he public; Table 4 P ac icaV egula o y conside a ions8 Pe cen age S a emen Ag ee Neu al Disag ee X S.D. Gene al Only A.wi hin gene al guide- lines should be pe mi ed 78,9 8,7 No es ic ions should be placed on con en s o ad e isemen s 11,0 4,8 No es ic ions should be placed on which media may be used 16,0 10,1 No es ic ions should be placed on who may place ad e isemen s 14,6 9,6 Ad e ising con en The ollowing should be pe missible: Gene al in o ma ion (name add ess. el.no. ,hou s) 96,9 1, 7 Tes imonials 12,6 12,6 P ices/ ees 25,0 10,4 Pe iod es ablished 76,1 10,1 A eas o specializa ion 87,6 4,5 Quali ica ions o s a 73,3 10,4 Ad e ising media The ollowing should be pe missible: Newspape s Pamphle s Law jou nals Yellow Pages Billboa ds Placing o ad e isemen s The ollowing should be pe missible: Indi idual i ms Law socie ies Comme cial ad e ising agencies 82,3 84,6 92,7 86,5 9,8 4,5 4,2 4,2 4,8 9,3 59,8 12,9 65,5 13,8 28,7 18,3 12,4 3,92 1,02 84,3 1,86 1,08 73,9 2,17 1,15 75,8 2,10 1,12 1,4 4,33 0,62 74,8 2,06 1,08 64,6 2,37 1,24 13,8 3,77 1,02 7,9 4,06 0,89 16,3 3,73 1,11 13,2 3,85 1,06 11,2 2,96 1,35 3,1 4,180,71 8,7 4,01 0,92 80,9 1,92 1,04 27 ,3 3,33 1,20 20,8 3,68 1,21 53, 1 2,56 1,22 • Only s a emen s wi h a minimum o 65% ag eemen /disag eemen a e included S.-A .Tydsk .Bed y sl.1990,21(1) 10 -in o ma ion p o ided by ad e ising will be biased and hus o li le alue o he public; 63 - he public will s ill use epu a ion and wo d-o . mou h sou ces o selec an a o ney; 68 - he ad e ising o legal se ices is une hical; 8 - no ad e ising should be pe mi ed; 67 -i ad e ising is pe mi ed, my i m will ad e ise; 60 -ad e ising will enhance he epu a ion o he p o ession among he public; 5 -ad e ising will be was e ul and unnecessa y; 2 - exis ing in o ma ion sou ces a ailable o he public a e adequa e; 1 - he a o ney/clien ela ionship is pe sonal and should no be es ablished as a esul o ad e ising; 61 -ad e ising will bene i only he incompe en a o ney. To use he iden i ied ac o (implica ions o Table 5 So ed o a ed ac o loadings8 I em No. 34 22 33 13 37 19 30 35 27 12 25 10 63 68 8 67 60 5 2 Fac o numbe 2 3 4 5 6 Commu- nali ies h2 0,843 0,Q25 0,021 -0,066 -0,057 0, 125 0,7264 0,758 -0,060 -0,093 -0,067 -0,074 0, 105 0,7317 0,746 0,099 0,067 -0,107 0,068 0,145 0,5613 0,735 -0,127 0,002 -0,056 0,008 0,033 0,6637 0,710 0,185 -0,044 0,067 0,109 -0,075 0,4660 0,692 -0,067 -0,140 -0,124 -0,133 -0,034 0,7133 0,690 -0,097 -0,189 -0,116 -0,077 0,049 0,7736 0,659 -0,024 0,000 -0,025 -0,054 0,148 0,4757 0,658 -0,085 -0,035 -0,093 -0,101 -0,071 0,5685 0,638 0,Q25 0,069 0,075 0,078 0,121 0,3689 0,636 -0,066 -0,247 -0,133 -0,188 0,019 0,7405 0,620 0,004 -0,082 -0,099 -0,135 -0,006 0,4849 0,612 -0,134 0,033 0,053 0,026 -0,015 0,4190 0,611 -0,251 -0,060 -0,105 -0,075 -0,015 0,6704 0,564 -0,106 -0,116 -0,119 -0,122 -0,127 0,5471 -0,543 0,280 0,115 -0,039 -0,183 0,213 0,6426 -0,543 0,088 0,144 0,157 0,121 0,086 0,5426 0,532 -0,037 -0,232 -0,117 -0,071 -0,232 0,5964 0,518 -0,090 -0,148 -0,094 -0,016 -0,132 0,4809 0,515 -0,117 -0,075 -0,126 0,064 -0,027 0,4527 61 0,507 -0,084 -0,158 -0,020 0,021 0,017 0,4128 39 0, 109 0,791 -0,094 -0,035 -0,032 0,063 0,5330 43 -0,130 0,698 0,075 -0,008 -0,012 -0,054 0,6186 44 -0,060 0,603 0,096 0,019 -0,101 -0,059 0,4624 51 0,056 0,601 -0,103 0,067 0,050 0,029 0,3447 52 -0,104 0,563 -0,120 0,227 -0,039 -0,023 0,4547 41 0,047 -0,000 0,508 0,189 -0,122 -0,352 0,4756 50 -0,142 0,040 -0,078 0,808 0,134 0,022 0,7157 48 -0,103 0, 146 -0,078 0,773 0, 116 0,011 0,6984 55 0,011 0, 100 0,049 0,594 -0,238 0,027 0,5087 54 -0,028 -0,084 0,054 0,517 -0,212 0,066 0,3681 26 0, 106 -0,069 0,071 -0, 116 0,654 -0,039 0,4708 17 -0,080 0,017 0,054 -0,087 0,637 -0,041 0,4164 29 0,301 0,001 -0,041 -0,056 -0,031 0,438 0,3001 • Loadings g ~a e han 0,5 we e conside ed signi ican S.A .J.Bus.Mgm .1990,21(1) ad e ising on legal p o ession and consume s) in u he s a is ical analysis, a o al sco e o he 21 i ems mea n ing his ac o was compu ed as an imp o ed measu emen o he ac o i sel in c0mpa ison wi h any single i ems sco ed. This was used as a dependen a iable in a mul iple eg ession analysis epo ed in Table 6. Reg ession analysis A mul iple eg ession analysis was conduc ed o in es iga e ela ionships be ween a se o ce ain pe sonal and p ac ice- ela ed cha ac e is ics o esponden s and hei a i ude owa ds he ad e ising o legal se ices, as measu ed by he o al sco e e e ed o ea lie . Fo his pu pose he compu e p og amme BMDPIR (Dixon & B own, 1985) was used and he co esponding esul s a e p esen ed in Table 6. Table 6 e eals ha : 1. hose a o neys who would make use o ad e ising i gi en he oppo uni y o do so eel signi ican ly mo e posi iw abou he implica ions o ad e ising han hose who would no ad e ise o hose who a e unce ain abou hei in en ions; 2. he a o neys who a e p ac ising in la ge i ms (measu ed in e ms o numbe o pa ne s) eel signi ican ly mo e posi i e abou he implica ions o ad e ising han hose p ac ising in smalle i ms; 3. a o neys p ac ising in u al a eas eel signi ican ly mo e posi i e abou he implica ions o ad e ising han hei coun e pa s p ac ising in u ban a eas; and 4. less expe ienced a o neys eel signi ican ly mo e Table 6 Resul s o eg ession analysis Independen a iable Coe icien P>T Age 0,86710 0,4988 Expe ience -2,34695 0,0543c Numbe o pa ne s 2,64502 0,0122b Numbe o b anches -1,00112 0,6275 Pe iod ~ssocia ed wi h cu en i m -0.04479 0,9495 Uni e si y g adua ed-English 0,31233 0,7643 Uni e si y g adua ed-A ikaans 0.01397 0,9890 Senio pa ne -0,68833 0,8087 Pa ne -1,00973 0,7196 Junio pa ne -1,51216 0,6576 P o essional assis an -1,02911 0.7408 Ma ke : p i a e indi iduals 0,50904 0,8093 Ma ke : o ganiza ions -0,68118 0,8632 Ma ke : mainly p i a e indi iduals bu also o ganiza ions -0,19997 0,8964 Ma ke : mainly o ganiza ions bu also p i a e indi iduals 1,23207 0,4664 Loca ed in u al a ea 1,96837 0,0817c Loca ed in u ban a ea -0,33581 0.7565 Ad e ising in en ions-yes 15,30387 0,0000" Ad e ising in en ions-no -13,03616 O,(JOOO" Mul iple R - Squa e 0,4885; • p < 0,01; b p < 0,05; c p < 0,10 15 posi i e abou he implica ions o ad e ising han hei mo e expe ienced colleagues3• Pe sonal and p ac ice- ela ed cha ac e is ics such as age, language medium o uni e si y a ended, posi ion in he i m, ype o ma ke se ed, and pe iod o associa ion wi h p esen i m ha e no signi ican in luence on he a i ude o a o neys owa ds he ad e ising o hei se ices. Conclusions A o neys seem o eel ai ly posi i e abou he implica ions o he ad e ising o hei se ices, pa icula ly: - hose who would ad e ise i gi en he oppo uni y o do so; - he mo e inexpe ienced a o neys; - hose who a e p ac ising in u al a eas; and - hose who p ac ise in he la ge sized i ms. The majo i y (60,7%) indica ed ha hey would ad e ise i he oppo uni y p esen ed i sel . The e is s ong suppo , howe e , o he idea ha he igh o ad e ise should be exe cised wi hin he cons ain s o some so o guidelines. Limi a ions o he s udy This s udy did no add ess he ques ion o ins i u ional ad e ising -ad e ising by ep esen a i e bodies such as he law socie ies. A second limi a ion is ha i did no in es iga e who should be esponsible o p o iding he guidelines which he majo i y o he esponden s hough should be used o egula e legal se ices ad e ising. Bo h hese limi a ions - and pa icula ly he wide egula o y issues such as he en o cemen o hese guidelines -lea e scope o u he esea ch. No es 1. Only pe sonal and p ac ice- ela ed a iables yielding a leas ou deg ees o eedom and wi h no mo e han 20% o cells wi h an expec ed equency o less han i e, we e used o he compa ison. 2. The ques ionnai e did no pu sue he ques ion o who should p o ide he guideline,;. 3. Al hough ela ionships (3) and (4) a e signi ican only a he 0,10 le el, and a e o en no epo ed, hey a e ega ded as signi ican in he con ex o he objec i es o his s udy. Re e ences A ms ong, J.S. & O e on, T.S. 1977. Es ima ing non esponse bias in mail su eys. J. Ma ke . Res., ol.xi , Augus , 396---402. Bloom, P.N. 1977. Ad e ising in he P o essions: The c i ical issues. J. Ma ke ., July. ol.41(3), 103-110. Bobbc , M.C.J. 1988. 'n Ve gelykendc s udie an die bema king an egsdiens e in e skeie lande. De Rebus, Ap il, 277-282. B ice, H. & Philips. B. 1986. The de egula ion o p o essional se ices - a ma ke ing challenge. S. A . J. Bus. Manage., ol.17, 79-86. 16 Cohen. 0. 1978. Ad e ising and he Fi s Amendmen . J. Ma ke .• July, 59-68. Dixon, W.J. & B own. M.B. (Eds.). 1985. BMDP S a1is ical So wa e. Be keley: Uni e si y o Cali o nia P ess. F anc. J .. Jenn ich. R.I. & Sampson. P.F. 1985. P4M - Fac o Analysis. In: Dixon. W.J. & B own, M.B. (Eds.). BMDP S a is ical So wa e. Be keley: Uni e si y o Cali o nia P ess. Haza d, G.C. (J .). Pea ce, R.G. & S empel, J.W. 1983. Why lawye s should be allowed o ad e ise : A ma ke analysis o legal se ices. New Yo k Uni e si y Law Re iew, ol.58. No embe , 1084-1113. Hi e, R.E. & Bellizzi. J.A. 1986. Consume s' a i udes owa d accoun an s, lawye s and physicians wi h espec o ad e ising p o essional se ices. J. Ad e . Res., June-July. 45-54. S.-A .Tydsk .Bed y sl.1990,21(1 Hi e, R.E. & F ase , C. 1988. Me a-analyses o a i udes owa d ad e ising by p o essionals. J. Ma ke .• ol.52, July. 95-105. Jenn ich, R.I. & Sampson, P.F. 1966. Ro a ion o Simple Loadings. Psychome ika, ol. 31. 313-323. Shimp, T. & Dye , R. 1978. How he legal p o ession iews legal se ice ad e ising. J. Ma ke ., July, 74-81. Smi h. R.E. & Meye . T.S. 1978. A o ney a i udes owa d p o essional ad e ising. P oceedings o he 1978 Ame ican Ma ke ing Associa ion's Educa o s' Con e ence en i led: Resea ch F on ie s in Ma ke ing: Dialogues and Di ec ions, 288-291. Smi h, R.E. & Meye , T.S. 1980. A o ney ad e ising : A consume pe spec i e. J. Ma ke ., ol.44, Sp ing, 56-64. Whea ley, E.W. 1983. Ma ke ing P o essional Se ices. Englewood Oi s, New Je sey: P en ice-Hall.