Four hundred fifty subjects at Texas A&M University provided data, through self-administered questionnaires, to evaluate the influence on readers of qualifying statements regarding technical performance claims in magazine advertisements. Each respondent was exposed to a single treatment by viewing one of 30 versions of mock magazine advertisements. Results suggested the following: confidence in a claim was affected by use and intensity of qualification and by the reader's familiarity with the product; the image of the claim was affected by use of qualification and test source; the image of the product was affected by the intensity and the layout of the qualification; and the image of the advertiser was not appreciably affected by any of the independent variables. The final chapter of the study includes a discussion of various implications for regulatory policy makers and advertising strategists. Suggestions for further research are also presented. (Author/RL)