Deception in Marketing: How the Source Influences Consumer’S Responses to Deception and Its Contagious Effect on Unrelated Immoral Behavior

Marijke Leliveld, University of Groningen, The Netherlands
Laetitia Mulder, University of Groningen, The Netherlands
This study shows that perceptions of deceptive marketing strategies can be influenced by situational factors, like the source of the deception. Moreover, deception can be contagious to other (im)moral behavior, both related to the source, as well as unrelated to a consumer context.
[ to cite ]:
Marijke Leliveld and Laetitia Mulder (2012) ,"Deception in Marketing: How the Source Influences Consumer’S Responses to Deception and Its Contagious Effect on Unrelated Immoral Behavior", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1139-1139.