Who Cares If It Is Deceptive, I Like It: the Effect of Social Exclusion on Advertising Deception

Research has shown that advertising deception not only has a negative effect on subsequently encountered similar products and sources, but has effects on people’s attitudes towards advertising and marketing as an abstract concept. This research shows that social exclusion attenuates this carryover effect.


Hamed Aghakhani and Kelley Main (2012) ,"Who Cares If It Is Deceptive, I Like It: the Effect of Social Exclusion on Advertising Deception", 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: 1116-1116.


Hamed Aghakhani, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada


NA - Advances in Consumer Research Volume 40 | 2012

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