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Deceptive Advertising: Behavioral Study of A Legal Concept book cover

1st Edition

Deceptive Advertising Behavioral Study of A Legal Concept

By Jef Richards Copyright 1990
260 Pages
by Routledge

258 Pages
by Routledge

260 Pages
by Routledge
Also available as eBook on:
This is the first book designed to assist behavioral scientists in the preparation of scholarly or applied research regarding deceptive advertising which will ultimately affect public policy in this area. Because there was an inadequate foundation upon which to build a program of research for this topic, a three-part solution has been devised: 1) a review of how deception is viewed and regulated... Read more
Contents: Preface. Introduction. The Law's View of Deception as a Legal Concept. The Law's View of Deceptiveness as a Behavioral Concept. Behavioral Researchers' View of Deceptiveness as a Behavioral Concept. A Proposed Theory and Definition of Deceptiveness. A Design for the Measurement of Deceptiveness. Pilot Study. Summary. Appendices: Original Advertisements. "True" Memoranda. "False" Memoranda. No-Attribute-Information Control Stimuli. Instructions and Questionnaires.

Biography

Richards, Jef

"Richards is to be applauded for showing just how far both the FTC and behavioral scientists have to go before coming to an agreement on what constitutes deception in advertising. 'I know it when I see it,' has been the rule for too long."
—Journal of Mass Media Ethics

"...a very important book....as a reference, the book is packed with information....a step in the right direction to get different disciplines to work together. Perhaps if both those in the legal profession and behavioral researchers read the book, the application of research results related to deceptive advertising could move forward."
—The Journal of Consumer Affairs

"Richards offers a thorough interpretation of potentially deceptive advertising and the basic terminology inherent in assessing it."
—Journalism Quarterly

"...Richards provides valuable historical context....The work is well organized, noted, documented, and indexed."
—Journal of Marketing Research

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