You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Cognitive Effects of Deceptive Advertising
Jerry C. Olson and Philip A. Dover
Journal of Marketing Research
Vol. 15, No. 1 (Feb., 1978), pp. 29-38
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3150398
Page Count: 10
You can always find the topics here!Topics: Deceptive advertising, False advertising, Advertising research, Consumer research, Marketing, Brands, Advertising to sales ratios, Experimentation, Saliency, Mathematical vectors
Were these topics helpful?See somethings inaccurate? Let us know!
Select the topics that are inaccurate.
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
Although much has been written about deception in advertising, no studies have been reported in which a deception and its impact on consumers were demonstrated empirically. The authors present a behavioral definition of deception and illustrate its operationalization in the context of a longitudinal experiment in which the effects of an explicit, deceptive product claim on a variety of cognitive variables were measured both before and after product trial. Issues related to the measurement of deception seriousness are emphasized. The basic approach appears generalizable to nonexperimental studies of real-world deception.
Journal of Marketing Research © 1978 American Marketing Association