those employing copy, facts, and/or rational criteria. Even though the latter are often more effective in the marketplace, they may be judged less favorably by jurists who prefer emotional appeals.

Some of the problems noted here can be remedied by the use of ratings scales instead of rankings. But ratings are not always valid either. Thus, while consumer juries have been used for years, questions of bias have led researchers to doubt their validity. As a result, a variety of other methods (discussed later in this chapter) are more commonly employed.

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