ABSTRACT
According to Gardner (1975, p. 42), deceptive advertising occurs when “an advertisement (or advertising campaign) leaves the consumer with an impression(s) and/or belief(s) different from what would normally be expected if the consumer had reasonable knowledge, and that impression(s) and/or belief(s) is factually untrue or potentially misleading.” The purpose of this chapter is to examine one specific psychological consequence in response to deceptive advertising, that of defensive bias, from a cultural perspective.
