PERCEIVED DECEPTION IN ADVERTISING: ANTECEDENTS AND CONSEQUENCES

Deception is an unethical practice little explored in advertising communication, particularly from the consumer's point of view. This article proposes to identify the antecedents and consequences of perceived deception in advertising. It is interested in the deception felt by the consumer after being exposed to an advertisement. The results of a survey conducted with a sample of consumers show that skepticism toward advertising and persuasion knowledge have a positive impact on perceived deception in advertising. The influences of consumer gender and age have not been confirmed. Negative effects on consumer reactions were finally highlighted.