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Measuring Misleadingness: The Preference-Conscious Choice Modelled and Observed

In: Misleading Marketing Communication

Author

Listed:
  • Viktor Smith

    (Copenhagen Business School)

  • Daniel Barratt

    (Copenhagen Business School)

  • Peter Møgelvang-Hansen

    (Copenhagen Business School)

  • Alexander U. Wedel Andersen

    (Woba.io)

Abstract

The chapter addresses the methodological intricacies of investigating consumers’ spontaneous responses to product labelling and other forms of immediate product presentations and its impact on actual consumer behaviour. It proposes a new methodological approach as implemented in the so-called ShopTrip test paradigm which simulates natural e-shopping behaviour under relatively controlled conditions, thereby balancing some of the advantages and drawbacks of existing approaches.

Suggested Citation

  • Viktor Smith & Daniel Barratt & Peter Møgelvang-Hansen & Alexander U. Wedel Andersen, 2022. "Measuring Misleadingness: The Preference-Conscious Choice Modelled and Observed," Springer Books, in: Misleading Marketing Communication, chapter 0, pages 25-32, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-11206-5_3
    DOI: 10.1007/978-3-031-11206-5_3
    as

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