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Darke, Peter R.; Ritchie, Robin J. B.
Journal of marketing research, 02/2007, Letnik: 44, Številka: 1Journal Article
The authors show that deceptive advertising engenders distrust, which negatively affects people's responses to subsequent advertising from both the same source and second-party sources. This negative bias operates through a process of defensive stereotyping, in which the initial deception induces negative beliefs about advertising and marketing in general, thus undermining the credibility of further advertising.
