Identifying Misleading Advertising

A procedure for identifying misleading advertising is presented, based solely on measured consumer beliefs. An advertisement is misleading if an exposed group holds more false beliefs than a comparison group. When ten allegedly misleading advertisements were tested, two were identified as incrementally misleading, and four others were shown to be exploitively misleading

Advertising · Business · Library science · Sociology · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Market Behavior and Pricing · History · Psychology of Social Influence

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