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Research on deception in marketing communications: Its relevance to the study of nonverbal behavior

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Abstract

Marketing researchers have used a variety of approaches in studies of deception and related subjects. This literature is selectively reviewed here, with emphasis on findings relevant to the study of nonverbal behavior. Topics covered include: (a) deception-detection experiments involving advertising, bargaining, and selling; (b) ways of deceiving by implication, while avoiding literal falsehoods; (c) cues conveying the impression of truthfulness, as predicted by attribution and economic theories; (d) circumstances under which lower credibility may be associated with stronger persuasion; (e) individual differences in disbelief in marketing communications; and (f) corporate analogies to individual nonverbal behavior.

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  1. School of Business Administration, University of Missouri, 8001 Natural Bridge Rd., 63121-4499, St. Louis, MO

    Peter J. DePaulo

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  1. Peter J. DePaulo
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I would like to thank Jacob Jacoby for serving as guest editor for this paper and three anonymous reviewers for their helpful comments.

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DePaulo, P.J. Research on deception in marketing communications: Its relevance to the study of nonverbal behavior. J Nonverbal Behav 12, 253–273 (1988). https://doi.org/10.1007/BF00987595

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