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The Defensive consumer: advertising deception, defensive processing, and distrust
Deceptive advertising has long been condemned as unethical and harmful to consumers. This research makes a strong case that it is also bad for marketers. In four experiments, the authors show that advertising deception makes consumers defensive toward marketing messages, causing them to distrust advertising in general. The negative effects of ad deception are also relatively long lasting in the sense that they are observed for additional advertisements encountered 24 hours after the initial deception. The authors find that advertising deception evokes self-protective goals, motivating people to minimize the possibility of being fooled again. The effects observed in this research suggest that deceptive advertising has the potential to be damaging to advertising in general and, by extension, to firms that rely heavily on advertising to sell their products. The findings make it clear that marketers have a powerful self-interest in upholding truth in advertising, not merely out of concern for fairness to consumers but also as a means of preserving the effectiveness of marketing communication as a whole.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior studies False advertising |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |