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on companies as it’s a key element of any business. It can also enhance competition by
providing consumers with better information and the possibility to compare products.
Furthermore, it’s important both identified the different policies for regulating misleading
advertising and implement these regulations.
Empirical research
The survey used an anonymous questionnaire in which respondents were asked to respond
to them in advance of a questionnaire. The study contained answers from 206 respondents.
The survey was distributed on the Internet and a questionnaire consisted of 11 close-ended
questions, measured by a five-point Likert scale. The aim of the survey was to reveal the
young people’s perception of misleading advertising. The first questions were asked to
clarify the respondents' demographic data, and further questions - in order to understand
the views of users of advertising and their experience with deceptive advertising.
Importance will be based on information provided research analysis. This study was initiated
following hypotheses:
Consumers recognize misleading advertising and identify the company’s unethical
behavior;
Consumers are concerned about whether the company would behave properly, and
punishes companies that behave unethically;
Consumer opinion, misleading in advertising is often used tactic.
In order to simplify the results being compared, survey data from Lithuanian survey and the
data from the French survey resulted by A. Maysonnave ir N. Delorme research „Deceptive
advertising and consumers reactions“ in 2013. The analysis comparative study Lithuanian
and French survey results and empirical data, and see whether they comply with the
hypothesis. If the results do not meet hypothesis, we will try to determine why they are
different. It should be emphasized that the tests Lithuanian and French survey, the answers
may vary. This may be affected by such factors as a country's level of development and the
economy of the country's history, a different mentality and educational background, their
experience with misleading advertising.
Figure 3. Recognition of misleading advertising Lithuania vs. France, 5
Source: created by authors.
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