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Majority of the study in Lithuania, 69.6% responded that they are not difficulties to
recognize misleading in advertising and 30.4% admitted that they recognize this information
is not easy. French study showed that people’s responses were opposite. Even 66% said that
misleading advertising is difficult to recognize, and the remaining 32% indicated that they
are easy to recognize the lies in advertising.
Figure 4. Reaction to misleading advertising Lithuania vs. France,%.
Source: created by authors
Lithuanian study showed that 57.1% respondents do not respond to misleading advertising,
the remaining 42.9% indicated that they are likely to respond. French study showed that the
respondents 60% are very reactive, and the remaining 40% are not. That proves hypothesis
that consumers recognize the misleading advertising and identify the company’s unethical
behavior.
Customer behavior after misleading advertising was indicated also. In a case of Lithuania,
73.2% of respondents do not purchased the company’s products after misleading
advertising, other 14.1% inform their friends or relatives about the case, 5.6% respondents
their experiences shared in social networks; 4.3% returned the product, 2.8% requested the
money back. None of the Lithuanian respondents did mentioned, that writes the complaint
to the responsible authorities. French study showed that 52% of respondents stop buying
the product, other most part of respondents - 33%, inform their friends and acquaintances.
In other cases, they ask to return the money, forward the complaint to the company or
share their experiences on social networks. That is answer to hypothesis: consumers are
concerned about whether the company would behave properly, and punishes companies
that behave unethically is positive. So Lithuanians act as they spread the knowledge about
misleading advertising campaign, but not complain, French people are more open to
complain.
Lithuanian study showed that 2 x 29.8% respondents think that misleading advertising is
unethical and should be banned, 29.2% said that it is a simple marketing technique, and
11.3% think that this technique is used by all companies. French study showed little
difference 42% respondents thinks that it isa simple marketing technique; 28% said that
misleading advertising should be banned, 16% think that all companies use misleading
advertising, and 14% believe that the use of advertising is unethical. Having looked at all the
results, we can conclude that hypotheses confirmed and people agree that misleading
information in advertisements is not tolerated and unethical.
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