Journal of Consumer Research
A procedure for identifying misleading advertising is presented, based solely on measured consumer beliefs. An advertisement is misleading if an exposed group holds more false beliefs than a comparison group. When ten allegedly misleading advertisements were tested, two were identified as incrementally misleading, and four others were shown to be exploitively misleading.
Citation: Pilot Scholars Version (Modified MLA Style)
Russo, J. Edward; Metcalf, Barbara L.; and Stephens, Debra, "Identifying Misleading Advertising" (1981). Business Faculty Publications and Presentations. 4.