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

Deskripsi

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.