Deceived Or Not Deceived: How Food Consumers Perceive Deception

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 313-317.


Johanna Held, University of Bayreuth,Germany
Claas Christian Germelmann, University of Bayreuth,Germany


NA - Advances in Consumer Research Volume 42 | 2014

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