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promotion to buy goods or services. The concept of advertising fairly broad, because it’s
understood as essentially any content information if it relates to a person's economic,
commercial, financial or professional activities and encourages purchase of goods or
services.
Impact of misleading advertising on customer behavior
Market is a motor for growth and provides customers with greater choice and better prices.
As consumers thus, people have become “spoiled for choice” (Tjiptono et al., 2014),
because a lot of advertising see on TV and in newspapers and other media. Marketers are
continually searching for ways to make their products and services appear more attractive
to customers.
Customer behavior is defined as a customer’s perspective, emotional, and physical activity
related to the products, which satisfy needs or solve problems, search acquisition, use,
disposal and evaluation. The most common theory, focusing on the customer’s attitude,
influencing his decisions, consists of three components:
emotions, sensuality (assessment, fondness);
cognition (knowledge, comparison, awareness);
behavior (action, trend).
The main factor, which is necessary to establish that advertising can be accepted as
misleading, is its ability to influence the economic behavior of individuals – customer
decisions or actions related to the acquisition of goods or services, trade, business, financial
or professional activities. Figure shows the systematic interpretation of the impact of
misleading advertising (Figure 1.2.1.).
Figure 1. Impact of misleading advertising on customer behavior.
Source: Daugeliene, R, & Liepinyte 2012, p. 197
195