The authors show that deceptive advertising engenders distrust, which negatively affects people's responses to subsequent advertising from both the same source and second-party sources. This negative bias operates through a process of defensive stereotyping, in which the initial deception induces negative beliefs about advertising and marketing in general, thus undermining the credibility of further advertising.

Additional Metadata
Persistent URL dx.doi.org/10.1509/jmkr.44.1.114
Journal Journal of Marketing Research
Citation
Darke, P.R. (Peter R.), & Ritchie, R.J.B. (2007). The defensive consumer: Advertising deception, defensive processing, and distrust. Journal of Marketing Research, 44(1), 114–127. doi:10.1509/jmkr.44.1.114