Deceptive Advertising

Behavioral Study of A Legal Concept
1. Auflage 1990
ISBN: 978-0-8058-0649-6
Verlag: Taylor & Francis Ltd (Sales)

Buch, Englisch, 258 Seiten, Format (B × H): 163 mm x 234 mm, Gewicht: 599 g

Reihe: Routledge Communication Series

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.

Autoren/Hrsg.

Richards, Jef

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Werbeindustrie
• Sozialwissenschaften Psychologie Psychologie / Allgemeines & Theorie Psychologische Theorie, Psychoanalyse Behaviourismus
• Sozialwissenschaften Psychologie Allgemeine Psychologie Kognitionspsychologie

Inhaltsverzeichnis

Contents: Preface. Introduction. The Law's View of Deception as a Legal Concept. The Law's View of Deceptiveness as a Behavioral Concept. Behavioral Researchers' View of Deceptiveness as a Behavioral Concept. A Proposed Theory and Definition of Deceptiveness. A Design for the Measurement of Deceptiveness. Pilot Study. Summary. Appendices: Original Advertisements. "True" Memoranda. "False" Memoranda. No-Attribute-Information Control Stimuli. Instructions and Questionnaires.

Über Autor(innen)

Richards, Jef