Identifying Misleading Advertising
J. Edward Russo, Barbara L. Metcalf, Debra Stephens
Journal of Consumer Research · 1981 · Volume 8 · Issue 2
Abstract
A procedure for identifying misleading advertising is presented, based solely on measured consumer beliefs. An advertisement is misleading if an exposed group holds more false beliefs than a comparison group. When ten allegedly misleading advertisements were tested, two were identified as incrementally misleading, and four others were shown to be exploitively misleading.
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