Marketing Legal Services

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The selection of an attorney is one of the most important decisions for many consumers and businesses and the large number of attorneys from which they may choose will often make the decision more difficult. This book examines the relationship of five research constructs: perceived trust, perceived usefulness, attitudes towards legal advertising, attitudes toward the use of a lawyer and behavioral intention to use an attorney that advertises in different media types. Based on literature review and theory, a framework was developed. A quantitative survey was conducted in order to identify the relationship among constructs and to evaluate perceptions of legal advertising and their behavioral intention. The purpose of this work is to evaluate consumers perceptions and attitudes and to determine which type of legal advertisement have the greatest effect on consumers with different demographics.

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