7.3a Addressing the Damage of Deception: Determining Effective Crisis Response Strategies Following Allegations of Deceptive Advertising

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Abstract

Some experts estimate consumers see at least 500 ads per day. For advertisers and marketers, it is critical for them to create advertising messages that break through the clutter and capture the attention of today’s consumers. One tactic that practitioners employ to capture consumers’ attention in this challenging environment is deceptive advertising, which misleads consumers about the attributes of a promoted product. This research study empirically tests appropriate crisis response strategies advertisers should enact following accusations of deceptive advertising. Findings indicate that consumers are able to detect differences in deceptive ads, depending on how deceptive the message is.

First & Corresponding Author

Pam Richardson-Greenfield, Radford University

Authors in the order to be printed.

Pam Richardson-Greenfield, Radford University; Traci Freling, University of Texas; Carrie LaFerle, Southern Methodist University

Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX