Deceptive Advertising: A Practical Approach to Measurement
- 1 March 1982
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 11 (1) , 21-30
- https://doi.org/10.1080/00913367.1982.10672791
Abstract
This paper presents a simple methodology for detecting and measuring deception. Actual impressions of subjects exposed to advertising rather than the opinions of “experts” are used. Newspaper advertising is used as a stimulus and substantial evidence of deception regarding price is found. Further, the results indicate that simple “one price” advertising themes may cause greater deception than complicated pricing structures.Keywords
This publication has 8 references indexed in Scilit:
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