Deceived Or Not Deceived: How Food Consumers Perceive Deception

Johanna Held, University of Bayreuth,Germany
Claas Christian Germelmann, University of Bayreuth,Germany
This research shows how deceptive marketing communication can be determined empirically through changed consumer expectations. It reveals that consumers are only able to perceive a deception after product trial for experience and not for credence attributes. Unexpectedly, the ability to detect deception is independent of education, nutrition- and persuasion knowledge.
[ to cite ]:
Johanna Held and Claas Christian Germelmann (2014) ,"Deceived Or Not Deceived: How Food Consumers Perceive Deception", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 313-317.