The Effect of Misleading Environmental Claims on Consumer Perceptions of Advertisements

Abstract

This study investigates whether consumers who are exposed to an ad containing a deceptive environmental claim have significantly different attitudes about the ad than those consumers exposed to a similar non-deceptive ad. As hypothesized, higher levels of perceived deception were associated with lower levels of perceived corporate credibility, less favorable attitudes toward the ad, less favorable attitudes toward the advertised brand, and decreased purchase intentions toward the product in the ad. In addition, the study found that the perception of deception was enough to create negative feelings toward the ad, whether the ad was objectively misleading or not. Consequently, marketing and advertising managers need to proceed with caution when developing environmentally focused ad campaigns.

Additional information

Notes on contributors

Stephen J. Newell

Stephen J. Newell (Ph.D., Florida State University) is an assistant professor of marketing at Bowling Green State University. He has published articles in a number of journals such as the Journal of Consumer Affairs, Journal of Marketing Theory and Practice, Journal of Marketing Education, and the Journal of Marketing Communications.

Ronald E. Goldsmith

Ronald E. Goldsmith (Ph.D., University of Alabama) is a professor of marketing at Florida State University. He has published in numerous journals including the Journal of the Academy of Marketing Science and the Journal of Business Research.

Edgar J. Banzhaf

Edgar J. Banzhaf (MBA from Bowling Green State University) is the European Regional Sales Manager for MID Products. His responsibilities include coordinating sales, marketing, and product development for western and southern Europe.