Article2007

The Defensive Consumer: Advertising Deception, Defensive Processing, and Distrust

609 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract The authors show that deceptive advertising engenders distrust, which negatively affects people's responses to subsequent advertising from both the same source and second-party sources. This negative bias operates through a process of defensive stereotyping, in which the initial deception induces negative beliefs about advertising and marketing in general, thus undermining the credibility of further advertising.

Citations in this library

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References

1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1998Development of a Scale to Measure Consumer Skepticism Toward Advertising 1986The Distorted Mirror: Reflections on the Unintended Consequences of Advertising 1993Here's the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising 1992Defensive Processing of Personally Relevant Health Messages

Cited by

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