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Consumer Involvement and Deception from Implied Advertising Claims

Gita Venkataramani Johar
Journal of Marketing Research
Vol. 32, No. 3 (Aug., 1995), pp. 267-279
DOI: 10.2307/3151980
Stable URL: http://www.jstor.org/stable/3151980
Page Count: 13
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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.
Consumer Involvement and Deception from Implied Advertising Claims
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Abstract

Results from Experiment 1 reveal that consumers highly involved in processing an advertisement are likely to make invalid inferences from incomplete-comparison claims at the time of processing and, hence, be deceived. Less involved consumers may be induced to complete such claims at the time of measurement, which makes it appear that they also were deceived by the advertisement. Experiment 2 then demonstrates that deception depends on the processing demands of the advertising claim. Only less involved consumers are deceived by inconspicuous-qualification claims, which require detailed processing of the advertisement for non-deception. The author discusses the implications of these findings for advertisers and public policy.

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