Our main research objective is to find out what are the consumers’ responses after knowing that they have been exposed to deceptive marketing. We first clear deceptive advertising through many sense and the consumers’ vulnerability to deceiving advertising. Then a clarification of consumers buying behavior is provided. The main results of the research are available in the conclusion. The most suggestible type of advertising is television the result of our survey shows that consumers in general express their dissatisfaction talking about their experience around them, to their families, friends and neighborhoods; with a rate of 33% for the respondents who care of deceptive advertising, and 11% concerning the persons who do not care. Furthermore,…show more content… The European Commission (2005) expresses misleading advertising like a profitable practice that covers dishonest information and is therefore lying or in any way, including whole performance, deceives or is probable to cheat the normal consumer to take a transactional decision that he would not have taken otherwise (Official Journal of European Union, 2005). The Consumer Protection from Unfair Trading Regulation (2008) defines an advertisement as deceptive if in any way deceives or is expected to betray the persons to whom it is spoken and if, by reason of its deceptive environment, it is likely to affect their financial behavior or harms or is likely to cut a competitor of the person whose interests the advertisement pursues to promote.
In this part we will discuss under what circumstances consumers are more or less vulnerable to deceptive advertising and what their responses are. Consumer’s vulnerability to advertising refers to “the level to which individuals join to and worth commercial messages as sources of information for guiding their consumptive behaviors” (Barr and Kellaris, 2000, p. 230). Defenselessness includes the situations under which consumers can or cannot recognize deceptive rights (Armstrong, Gurol and Russ,