Deceptive advertising and complaint behaviour: selected findings on consumer perception and overt behavioural intention

The purpose of this study was to measure consumer perception and overt behavioural intention regarding the practice of deceptive advertising. It introduces and discusses the components of deception, insights into consumer complaint behaviour and a model containing the hypothesized relationships amongst the constructions under study. The analysis sought to extract principal components affecting the basic characteristics of complaint behaviour in relation to deceptive advertising. The social orientation of the consumer was found to be the most influential factor in the widespread perception of deceptive advertising and the development of extreme forms of complaint behaviour. This factor was also implicated in increases in the number of consumers who show reluctant buyer behaviour due to deceptive advertising