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The Defensive Consumer: Advertising Deception, Defensive Processing, and Distrust
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.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM4407 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago: American Marketing Association 2007 |
|---|---|
| Edisi | Vol. 44, No. 1 (Feb., 2007), pp. 114-127 |
| Subjek | Consumer behavior Brand credibility Generalization Effects Defensive Processing Advertising Ethics |
| ISBN/ISSN | 0022-2437 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 14 p. |
| Info Detail Spesifik | Journal of Marketing Research |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |