Deceptive Advertising: Behavioral Study of a Legal Concept

Richard W. Pollay · Jef I. Richards

54 citations0/0 files storedJournal of Marketing Research

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

This is the first book designed to assist behavioral scientists in the preparation of scholarly or applied research regarding deceptive advertising which will ultimately affect public policy in this area. Because there was an inadequate foundation upon which to build a program of research for this topic, a three-part solution has been devised: 1) a review of how deception is viewed and regulated 2) a theory of how consumers process deceptive information 3) a sensitive and consistent means of measuring deceptiveness. This text provides detailed discussions regarding the intersection of law and behavioral science and its application to deceptive advertising. In so doing, it offers a solid foundation upon which to base expanded behavioral research into how consumers are deceived by advertising claims, and what cognitive processes are involved in that deception.

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2018Effects of functional green advertising on self and others 2011Suspicious Minds: Exploring Neural Processes during Exposure to Deceptive Advertising 1992Comparative Price Advertising: Informative or Deceptive?2001The Role of Consumer Surveys in Public Policy Decision Making 1999How and When Factual Ad Claims Mislead Consumers: Examining the Deceptive Consequences of Copy × Copy Interactions for Partial Comparative Advertisements 2006Consumers’ responses to price presentation formats in rebate advertisements 1993Persuasion Processes Associated with Direct Comparative and Noncomparative Advertising and Implications for Advertising Effectiveness 1996Do Consumers Overgeneralize One-Sided Comparative Price Claims, and Are More Stringent Regulations Needed?

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