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THE LAWS VIEW OF DECEPTION AS A LEGAL CONCEPT _
A Getting Inside Consumers Minds
B FTC Theory of Consumer Information Processing
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2d Cir 3rd Cir 7th Cir actual deception Advertising Regulation aff'd affect American Home Products behavioral researchers behavioral scientists Challenged Claims chapter Classical Conditioning Cliffdale cognitive Colgate-Palmolive Commission's Comprehension conation concern consumer behavior Consumer Res consumer researchers consumer's conveyed meaning Court deceive Deception in Advertising deception process Deceptive Advertising deceptive claims definition discussed evaluative claims extrinsic evidence fact factors Factual Eval false False Advertising falsity Federal Trade Commission FTC staff FTC's Gardner impact implied claims important Incomplete Comparisons International Harvester interpretation likelihood low involvement Marketing Materiality method miscomprehension misrepresentations modified order Mortimer Snerd Olson and Dover opinion Perception potential Preston and Richards Prior Knowledge product attribute product or service puffery purchase behavior purchase decision regulatory representation Research in Advertising result Shimp and Preston Sterling Drug substantial suggests supra note supra note 19 Television Advertising theory Thompson Medical unfairness variables view of deception