Deception by Implication: An Experimental Investigation

Journal of Consumer Research Vol. 14, No. 4, pp. 483-494

12 Pages Posted: 30 May 2016

See all articles by Raymond R. Burke

Raymond R. Burke

University of Pennsylvania - The Wharton School

Wayne S. DeSarbo

Pennsylvania State University

Richard L. Oliver

Vanderbilt University - Marketing

Thomas S. Robertson

University of Pennsylvania - Marketing Department

Date Written: March 1, 1988

Abstract

A computer-based measurement procedure was developed to assess the deceptive effects of advertising claims. The study investigated various message forms identified in past research as having the potential to deceive the consumer by implying unrealistically high levels of brand attribute performance. Deception was assessed by comparing consumer responses to the questionable claims against responses to the presentation of no attribute information and true information. Results across a set of computer-constructed ads for hypothetical ibuprophen-based brands of pain reliever showed that expansions of literally true claims, and, to a lesser extent, qualified expansionary claims, increased false brand attribute beliefs, affect, and purchase intentions in comparison to the control conditions. Implications for the detection of deceptive advertising claims are drawn.

Suggested Citation

Burke, Raymond R. and DeSarbo, Wayne S. and Oliver, Richard L. and Robertson, Thomas S., Deception by Implication: An Experimental Investigation (March 1, 1988). Journal of Consumer Research Vol. 14, No. 4, pp. 483-494 , Available at SSRN: https://ssrn.com/abstract=2785770

Raymond R. Burke

University of Pennsylvania - The Wharton School ( email )

3641 Locust Walk
Philadelphia, PA 19104-6365
United States

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Richard L. Oliver

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Thomas S. Robertson

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

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