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18 J. Consumer Pol'y 1 (1995)

handle is hein.journals/jrncpy18 and id is 1 raw text is: Kenneth R. Lord and Chung K. Kim Inoculating Consumers Against Deception: The Influence of Framing and Executional Style ABSTRACT. This study examines conditions affecting consumer susceptibility to advertising deception and educational efforts designed to inoculate consumers against it. Results show that consumers are best able to detect deception when their frame of reference (cognitive or affective) is incongruent with the advertisement's executional style (attribute or emotional). Attempts to inoculate consumers against deception by providing factual brand comparisons have their strongest effect among consumers with an affective frame of reference and for emotionally charged ads. ADVERTISING DECEPTION In a recent review of consumer behaviour research and social policy, Andreasen (1991) concluded that deception on the part of marketers is not a rare occurrence (p. 465). Researchers have addressed the issue of deception in advertising from a variety of perspectives over the years. For example, some recent efforts have elucidated United States Federal Trade Commission policy (Ford & Calfee, 1986), exposed such sources of deception as puffery (Marks & Kamins, 1988), incom- plete comparisons (Shimp, 1978), and implied-superiority claims (Snyder, 1989), revealed some of the cognitive and behavioural con- sequences of deception (Searleman & Carter, 1988), and evaluated such public policy mechanisms as affirmative disclosure (Wilkie, 1982). However, attention to the impact of individual difference and advertising style characteristics on susceptibility to deceptive com- munications has been sparse. Andreasen (1991) noted that little conceptual or empirical attention has been paid to the issue of who is affected by deception, and points to the importance of establishing what help consumers need to recognize and avoid marketer decep- tions. This paper addresses these issues by investigating the proposi- tion that consumers' susceptibility to advertising deception, and the effectiveness of education programs in inoculating them against it, are affected by the way in which the processing task is framed and the Journal of Consumer Policy 18: 1-23, 1995. © 1995 Kluwer Academic Publishers. Printed in the Netherlands.

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