Thesis (M.Sc.) - Cairo University - Faculty of Commerce- Department of Business Administration

Advertising may enhance market performance by providing useful information to consumers and enabling the firm to promote for its products and compete better with its rivals. However, advertising may negatively affect many aspects of the organization when it is employed by advertisers to transmit deceptive messages to the consumers. When this happens, the effectiveness of advertising is undermined, and in extreme cases a market failure might occur. This research aims to studying what constitutes deception from consumers{u2019} perspective. Mixed data collection methods were employed; an initial exploratory phase was conducted to reach propositions that will be tested in the later quantitative phase. Exploratory phase identified some factors the consumers think are affecting their perception of deception; which are experience with the product being advertised, the perceived reliability and usefulness of the information conveyed in advertising, the firm reputation and finally their perceived trustworthiness of the consumer protection agency

Issued also as CD