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.
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