Identifying Misleading Advertising
- 1 September 1981
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 8 (2) , 119-131
- https://doi.org/10.1086/208848
Abstract
A procedure for identifying misleading advertising is presented, based solely on measured consumer beliefs. An advertisement is misleading if an expoKeywords
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