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
2) a theory of how consumers process deceptive information
3) a sensitive and consistent means of measuring deceptiveness.
This text provides detailed discussions regarding the intersection of law and behavioral science and its application to deceptive advertising. In so doing, it offers a solid foundation upon which to base expanded behavioral research into how consumers are deceived by advertising claims, and what cognitive processes are involved in that deception.
Table of Contents
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.
"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."
"...Richards provides valuable historical context....The work is well organized, noted, documented, and indexed."
—Journal of Marketing Research