Abstract

VISTIN MENA, Gorqui Elisalde  and  VISTIN VISTIN, Jair Manuel. Consumer perception of the commercial sector in relation to misleading advertising: an analysis in the province of Tungurahua. RCUISRAEL [online]. 2021, vol.8, suppl.1, pp.133-146. ISSN 2631-2786.  https://doi.org/10.35290/rcui.v8n1e.2021.521.

This research provides some of the first empirical evidence on consumer perceptions of deception and harm in advertising. It has focused on consumers, as they may be misled by advertisements. According to the study context, it had a qualitative approach and descriptive-correlational scope, since it develops and details the particularity of a phenomenon; that is, the study problem. The sample comes from the consumers of the commercial sector of the province of Tungurahua, we worked with 384 individuals (98 men and 286 women). Based on a questionnaire of twenty questions, the level of perception of the advertisements in the consumers was obtained. The main results revealed that commercial companies do engage in this type of misleading advertising; therefore, consumers have revealed a negative attitude towards purchasing decisions based on advertising messages. On the other hand, the system of monitoring, tracking and evaluation of advertising content should be much more efficient to contribute to an improvement in the ethical advertising system.

Keywords : consumer attitude; advertising ethics; misleading advertising; consumer perception..

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