Identifying Misleading Advertising

J. Edward Russo · Barbara L. Metcalf · DEBRA LYNN STEPHENS

152 citations0/0 files storedJournal of Consumer Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

A procedure for identifying misleading advertising is presented, based solely on measured consumer beliefs. An advertisement is misleading if an exposed group holds more false beliefs than a comparison group. When ten allegedly misleading advertisements were tested, two were identified as incrementally misleading, and four others were shown to be exploitively misleading.

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References

1966Unobtrusive Measures: Nonreactive Research in the Social Sciences 1979Involvement: a Potentially Important Mediator of Consumer Behavior 1978Psychology of pragmatic implication: Information processing between the lines.1975Deception in Advertising: A Conceptual Approach 1978Cognitive Effects of Deceptive Advertising

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1995Consumer Involvement and Deception from Implied Advertising Claims 2011Deception by Implication: A Typology of Truthful but Misleading Advertising and Labeling Claims 2013Product-Oriented Web Technologies and Product Returns: An Exploratory Study 1985Reference Prices and Deception in Newspaper Advertising 1987The Cognitive Processing of Misleading Adversiting in Young and Old Adults: Assessment and Training 2014Gambling advertising: A critical research review 1988Deception by Implication: An Experimental Investigation 2016Consumers’ behavioural intentions after experiencing deception or cognitive dissonance caused by deceptive packaging, package downsizing or slack filling

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