Subjective Deception and Cue Effects in Food Advertisements

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Abstract
Do shoppers necessarily equate “reduced in price” with “advertised in newspaper?” In addition, what are the effects of the following variables on price perception of advertised food items: regular or reduced price, prominent or nonprominent display of product in an advertisement, frequent or infrequent advertising of the product, and type of product, i.e. meats, staples, canned goods, and produce. A total of 226 personal interviews were conducted as a basis for the research. For well-known and commonly purchased products which were the focus of the study, respondents did not assume that advertised items were reduced in price. However, particularly meaningful insights were generated via the analysis of infra-advertisement influences. Analysis of intra-advertisement influences on price perception accuracy confirmed that shoppers learn how to read an advertisement and any deviation from the “rules” lowers their perceptual accuracy. As a result, constructing an advertisement for deceptive purposes merely requires breaking such “rules.” For instance, placing infrequently advertised meats with reduced prices into a non-prominent position or an infrequently advertised canned good with a regular price into a prominent position virtually insures deception. Does Advertising Communicate Product Quality To Consumers? Some Evidence From Consumer Reports

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