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May 1, 2012Journal of Marketing Research and Case StudiesOpen Access

Perceived Deception in Advertising: Proposition of a Measurement Scale

Sawssen Garbouj Chaouachi Kaouther Saied Ben Rached

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Abstract

This paper suggests and tests a scale to measure perceived deception in advertising based on the recommendations of A literature review and a qualitative study allowed us to generate a set of items. The results of two studies, based on a sample of Tunisian consumers, allowed us to identify a two-dimensional structure. Reliability and validity were confirmed.

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Cite This Study

Chaouachi et al. (2012) studied this question.

synapsesocial.com/papers/6a711707f44fa9f079dedcd9 https://doi.org/10.5171/2012.712622

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