Deceptive advertising and consumers' reactions.
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Title: Deceptive advertising and the consumers’ reaction.Authors: Aurélie Maysonnave and Noémie Delorme.Supervisor: Venilton Reinert.Level: Bachelor in Business Administration, Marketing.Key words: deceptive advertising, deceiving advertising, misleading advertising, consumer behaviour, consumer buying behaviour.Purpose: Our main research objective is to find out what are the consumers’ reactions after knowing that they have been exposed to deceptive advertising.Method: The method used is an exploratory research followed by a descriptive study. All secondary data have been collected thanks to Halmstad University Library and the different databases and books provided. Primary data have been obtained through a survey about French consumers’ from middle social class reactions. The instrument used to collect data is a questionnaire.Theoretical Framework: We first defined deceptive advertising through various meaning and the consumers’ susceptibility to deceiving advertising. Then an explanation of consumers buying behaviour is provided.Conclusion: The main findings of the research are available in the conclusion. The most suggestible type of advertising is television. Moreover, the majority of the people do not find easy to identify deceptive advertisements and care of them. In addition, the limitations of this research and some propositions concerning further research are giving.
Place, publisher, year, edition, pages
2013. , 57 p.
IdentifiersURN: urn:nbn:se:hh:diva-22493OAI: oai:DiVA.org:hh-22493DiVA: diva2:627661
Subject / course
2013-05-21, O126, HALMSTAD UNIVERSITY • PO Box 823 • SE-301 18, Halmstad, Sweden, 11:42 (English)