Cognitive, Affective, and Behavioral Influences of Misleading Drug Advertisements in Egypt

This article investigates the potential impact of misleading advertisements on television viewers in Egypt. Through a mixed-method approach employing textual analysis and survey methods, the researcher gathered data about eleven misleading ads aired on Egyptian television and a questionnaire administered to 200 adults aged 18 and above. The results indicated that the ads for cosmetic, supplemental, and health-related products frequently used deceptive claims and persuasive appeals to promote the products and capture the attention of consumers. While the ads had cognitive and affective influences on viewers, they did not trigger significant behavioral responses. This finding suggests that misleading ads for health-related products have a limited impact on purchase behavior, with cognitive and affective influences on viewers not necessarily leading to significant behavioral responses. However, the study highlights that these ads can still pose societal risks in areas such as health, ethics, and finance.