經驗財的購買者必需用過產品之後，才能確認產品的性質;搜尋財的購 買者則在購買前，利用簡單的方法，即可測知產品的性質，因此先驗上不實廣告 比較容易出現於經驗財的場合。 另外產品購買頻率的高低，也影響消費者是否能夠對不實廣告產品，有效拒買以 為報復。所以理論上消費者購買頻率高的產品，廠商採行不實廣告比例可能較低; 消費者購買頻率低的產品。廠商採行不實廣告的比例則可能較高。 本文以公平會不實廣告處分案為實證樣本，研究結果顯示不實廣告的產品大都出 現於經驗財場合，支持理論上的推論。產品購買頻率高低對不實廣告出現的影 響，也和理論上的推論一致。

　　　　　Buyers of experience goods cannot recognize product features until they haveused or consumed the goods. In contrast, buyers of search goods are able to recognize product features by simple means, before using or consuming the goodsand ro decide whether the goods saris' their needs. Accordingly, false or misleading advertisement is more useful for experience goods. Purchase frequency ofa product, on the other hand, has direct impact on consumers' ability to counterthe false advertising strategy. Hypotherically, die higher the purchase frequencyof a product, the lower the possibility that talse advertisement will be used byfirms as sales strategy. This study employs data. from the Fair irade Commission of Taiwan to empirically examine the a.bove inferences. These inferencesare conspicuously supported by the evidence.