Truth, Lies and Marketing: the Role of Economic and Psychological Factors in Producing Misleading Product Claims

Deceptive advertising has drawn increasing scrutiny. A series of experiments examined both economic and psychological drivers of deceptive advertising. The results show competitive norms and financial incentives had reliable effects on deception. However these effects were moderated by ethical trait differences; norms and incentives increased deception used by otherwise ethical individuals, but had little impact on those less ethically inclined. The latter generally engaged in high levels of deception. Interestingly, market competition had no significant effects.



Citation:

Peter Darke, Tirtha Dhar , Charles Weinberg , and Xiaohua Zeng (2011) ,"Truth, Lies and Marketing: the Role of Economic and Psychological Factors in Producing Misleading Product Claims", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 321-321.

Authors

Peter Darke, York University, Canada
Tirtha Dhar , University of British Columbia, Canada
Charles Weinberg , University of British Columbia, Canada
Xiaohua Zeng , City University of Hong Kong,China



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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