Bounded Defensive: Advertising Deception, Deception Knowledge, and Meta-Cognitive Expectancies

Guang-Xin Xie, University of Massachusetts Boston, USA
David Boush, University of Oregon, USA
Courtney Boerstler, University of Oregon, USA
We examined the extent to which consumer defensiveness against advertising deception is bounded by deception knowledge, outcome and optimistic expectancy. In two experiments, we found that that salient deception knowledge makes consumers more skeptical toward advertisements, but the perceived deceptiveness is contingent upon the expected consequences of being misled.
[ to cite ]:
Guang-Xin Xie, David Boush, and Courtney Boerstler (2011) ,"Bounded Defensive: Advertising Deception, Deception Knowledge, and Meta-Cognitive Expectancies", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.