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Misleading Marketing Communication

- Assessing the Impact of Potentially Deceptive Food Labelling on Consumer Behaviour
Af: Peter Møgelvang-Hansen, Viktor Smith, Alexander U. Wedel Andersen, Daniel Barratt Engelsk Hardback

Misleading Marketing Communication

- Assessing the Impact of Potentially Deceptive Food Labelling on Consumer Behaviour
Af: Peter Møgelvang-Hansen, Viktor Smith, Alexander U. Wedel Andersen, Daniel Barratt Engelsk Hardback
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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.

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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.

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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 164
ISBN-13: 9783031112058
Indbinding: Hardback
Udgave:
ISBN-10: 3031112059
Kategori: Salg og marketing
Udg. Dato: 11 okt 2022
Længde: 0mm
Bredde: 148mm
Højde: 210mm
Forlag: Springer International Publishing AG
Oplagsdato: 11 okt 2022
Forfatter(e): Peter Møgelvang-Hansen, Viktor Smith, Alexander U. Wedel Andersen, Daniel Barratt
Forfatter(e) Peter Møgelvang-Hansen, Viktor Smith, Alexander U. Wedel Andersen, Daniel Barratt

Kategori Salg og marketing

ISBN-13 9783031112058

Sprog Engelsk

Indbinding Hardback

Sider 164

Udgave

Længde 0mm

Bredde 148mm

Højde 210mm

Udg. Dato 11 okt 2022

Oplagsdato 11 okt 2022

Forlag Springer International Publishing AG

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