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Aghakhani, H. and Main, K.J. (2019) Can Two Negatives Make a Positive? Social Exclusion Prevents Carryover Effects from Deceptive Advertising. Journal of Retailing and Consumer Services, 47, 206-214. https://doi.org/10.1016/j.jretconser.2018.11.021

has been cited by the following article:

• TITLE: Deceptive Advertising and Consumer Reaction: A Study of Delta Soap Advertisement

  AUTHORS: Raymond Chimezie Ukaegbu

  KEYWORDS: Marketing Communication, Advertising, Deceptive Advertising, Consumer Reaction, Misleading Commercials

  JOURNAL NAME: Open Access Library Journal, Vol.7 No.3, March 11, 2020

  ABSTRACT: Deceptive advertisement is one of the conventional approaches that unethical business organizations seek to increase their product demand. Deceptive advertisement through the media has been on the rise, which is detrimental to both the companies and the consumers. The researcher ran a survey using the case of Delta Soap advertisement to assess how it influences consumer demand and organization reputation. There was a unanimous agreement from the study participants that false marketing strategies negatively affect business sales in the long term and diminish consumer trust. Most consumers eventually become aware of businesses that use deceptive marketing techniques and ultimately avoid purchasing such products.