Deceptive Advertising : Behavioral Study of a Legal Concept

by Richards, Jef

• ISBN13: 9780805806496
• ISBN10: 0805806490
• Format: Hardcover
• Copyright: 1990-04-01
• Publisher: Lawrence Erlbau

Summary

This is the first book designed to assist behavioral scientists in the preparation of scholarly or applied research regarding deceptive advertising which will ultimately affect public policy in this area. Because there was an inadequate foundation upon which to build a program of research for this topic, a three-part solution has been devised: 1) a review of how deception is viewed and regulated 2) a theory of how consumers process deceptive information 3) a sensitive and consistent means of measuring deceptiveness. This text provides detailed discussions regarding the intersection of law and behavioral science and its application to deceptive advertising. In so doing, it offers a solid foundation upon which to base expanded behavioral research into how consumers are deceived by advertising claims, and what cognitive processes are involved in that deception.

Table of Contents

Preface	p. xi
Acknowledgments	p. xiii
Introduction	p. 1
The Law's View of Deception as a Legal Concept	p. 9
The Law's View of Deceptiveness as a Behavioral Concept	p. 27
Behavioral Researchers' View of Deceptiveness as a Behavioral Concept	p. 47
A Proposed Theory and Definition of Deceptiveness	p. 66
A Design for the Measurement of Deceptiveness	p. 111
Pilot Study	p. 146
Summary	p. 178
Original Advertisements	p. 183
"True" Memoranda	p. 193
"False" Memoranda	p. 199
No-Attribute-Information Control Stimuli	p. 205
Instructions and Questionnaires	p. 209
Case Index	p. 231
Author Index	p. 235
Subject Index	p. 239
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