TY - JOUR
AU - Gardner, David
AB -  Abstract This paper presents a simple methodology for detecting and measuring deception. Actual impressions of subjects exposed to advertising rather than the opinions of “experts” are used. Newspaper advertising is used as a stimulus and substantial evidence of deception regarding price is found. Further, the results indicate that simple “one price” advertising themes may cause greater deception than complicated pricing structures. 
TI - Deceptive Advertising: A Practical Approach to Measurement
JF - Journal of Advertising
DO - 10.1080/00913367.1982.10672791
DA - 1982-03-01
UR - https://www.deepdyve.com/lp/taylor-francis/deceptive-advertising-a-practical-approach-to-measurement-SiCnPRIScX
SP - 21
EP - 30
VL - 11
IS - 1
DP - DeepDyve
ER -