| 書(shū)目名稱 | Misleading Marketing Communication |
| 副標(biāo)題 | Assessing the Impact |
| 編輯 | Viktor Smith,Daniel Barratt,Alexander U. Wedel And |
| 視頻video | http://file.papertrans.cn/635/634766/634766.mp4 |
| 概述 | 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 |
| 圖書(shū)封面 |  |
| 描述 | .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.. |
| 出版日期 | Book 2022 |
| 關(guān)鍵詞 | food marketing; consumer decision-making; product packaging design; e-commerce; origin marketing; halo ef |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-031-11206-5 |
| isbn_ebook | 978-3-031-11206-5 |
| copyright | The Author(s), under exclusive license to Springer Nature Switzerland AG 2022 |
|Archiver|手機(jī)版|小黑屋|
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