A Foundation for Theory and Assessment of Deception : the Legal and Behavioral Situs of Advertising Misrepresentations

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University of Wisconsin--Madison, 1988 - Advertising laws - 784 pages

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Contents

THE LAWS VIEW OF DECEPTION AS A LEGAL CONCEPT
15
THE LAWS VIEW OF DECEPTIVENESS AS A BEHAVIORAL
48
B FTC Theory of Consumer Information Processing
74
BEHAVIORAL RESEARCHERS VIEW OF DECEPTIVENESS AS
82
B Framework of Factors Involved in the Behavioral
100
Regulated Misrepresentation
114
A DESIGN FOR THE MEASUREMENT OF DECEPTIVENESS
200
PILOT STUDY
268
SUMMARY
328

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