How and When Factual Ad Claims Mislead Consumers: Examining the Deceptive Consequences of Copy × Copy Interactions for Partial Comparative Advertisements

Abstract

The current research considers how ad claims that are factual may mislead consumers. This possibility is examined in the context of advertisements that present a combination of comparative and noncomparative information. In particular, the authors explore how and when processing of the former type of ad information can cause deceptive beliefs about the latter type of ad information, an outcome referred to as “copy × copy” interactions. The authors examine alternative processes that may underlie copy × copy interactions, as well as when these interactions are most likely to occur by testing their robustness across potential moderators. The authors also provide evidence regarding the magnitude and seriousness of copy × copy interactions and present implications for public policy and directions for additional research.