Misleading Marketing Communication
Assessing the Impact of Potentially Deceptive Food Labelling on Consumer Behaviour
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Beschreibung
Using the case of food labelling, this book demonstrates that the line between fair and potentially misleading communication can be approached in empirical terms, supplementing the predominantly political and legal deliberations that determine how society deals with these issues.
By first critically reviewing the legal conception of misleading commercial practices manifest in EU law, the authors discuss whether and how it can be transposed into empirically measurable terms. Presenting four complementary experimental studies targeting recurrent grey-zone scenarios on the Danish food market, the book illustrates the potential of the so-called ShopTrip test paradigm which simulates and registers real-life e-shopping behaviour as it unfolds while yielding new types of data against which opposing assessments of potential misleadingness can be matched. The results are discussed in the light of possible paths of theoretical explanation and implications for future regulative practices, including companies’ self-regulation.
Using the case of food labelling, this book demonstrates that the line between fair and potentially misleading communication can be approached in empirical terms, supplementing the predominantly political and legal deliberations that determine how society deals with these issues.
By first critically reviewing the legal conception of misleading commercial practices manifest in EU law, the authors discuss whether and how it can be transposed into empirically measurable terms. Presenting four complementary experimental studies targeting recurrent grey-zone scenarios on the Danish food market, the book illustrates the potential of the so-called ShopTrip test paradigm which simulates and registers real-life e-shopping behaviour as it unfolds while yielding new types of data against which opposing assessments of potential misleadingness can be matched. The results are discussed in the light of possible paths of theoretical explanation and implications for future regulative practices, including companies’ self-regulation.
Establishes a common ground for dealing with potentially misleading business-to-consumer communication Highlights a number of current and future challenges to communicative fairness in physical stores and in e-commerce Explores ways of meeting such challenges while aligning the interest of companies, consumers, and society at large
Autor*in
Viktor Smith
Themen in »Misleading Marketing Communication«
food marketing consumer decision-making product packaging design e-commerce origin marketing halo effects cognitive psychology nutrition and health claims food law eyetracking visual communication fair commercial practices multimodal communication