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Wintertime for Deceptive Advertising?

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  • Jonathan Zinman
  • Eric Zitzewitz

Abstract

Casual empiricism suggests that deceptive advertising about product quality is prevalent, and several classes of theories explore its causes and consequences. We provide some unusually sharp empirical evidence on the extent, mechanics, and dynamics of deceptive advertising. Ski resorts self-report substantially more natural snowfall on weekends. Resorts that plausibly reap greater benefits from exaggerating do it more. Data on website visits suggests that consumers are appropriately skeptical of weekend reports. We find little evidence that competition restrains or encourages exaggeration. Near the end of our sample period, a new iPhone application feature makes it easier for skiers share information on ski conditions in real time. Exaggeration falls sharply, especially at resorts with better iPhone reception.

Suggested Citation

  • Jonathan Zinman & Eric Zitzewitz, 2012. "Wintertime for Deceptive Advertising?," NBER Working Papers 17829, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:17829
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    Cited by:

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    3. Raymond, Collin & Taylor, Sarah, 2021. "“Tell all the truth, but tell it slant”: Documenting media bias," Journal of Economic Behavior & Organization, Elsevier, vol. 184(C), pages 670-691.
    4. Ahlin, Christian & Kim, In Kyung & Kim, Kyoo il, 2021. "Who commits fraud? evidence from korean gas stations," International Journal of Industrial Organization, Elsevier, vol. 76(C).
    5. Umit G. Gurun & Gregor Matvos & Amit Seru, 2016. "Advertising Expensive Mortgages," Journal of Finance, American Finance Association, vol. 71(5), pages 2371-2416, October.
    6. Andrew Rhodes & Chris M. Wilson, 2018. "False advertising," RAND Journal of Economics, RAND Corporation, vol. 49(2), pages 348-369, June.
    7. Rhodes, Andrew, 2023. "A Survey on Drip Pricing and Other False Advertising," TSE Working Papers 23-1434, Toulouse School of Economics (TSE).
    8. Ho Fai Chan & Bruno S. Frey & Ahmed Skali & Benno Torgler, 2019. "Political Entrenchment and GDP Misreporting," CREMA Working Paper Series 2019-02, Center for Research in Economics, Management and the Arts (CREMA).
    9. Yue Wu & Tansev Geylani, 2020. "Regulating Deceptive Advertising: False Claims and Skeptical Consumers," Marketing Science, INFORMS, vol. 39(4), pages 788-806, July.
    10. Goeschl, Timo, 2019. "Cold Case: The forensic economics of energy efficiency labels for domestic refrigeration appliances," Energy Economics, Elsevier, vol. 84(S1).
    11. Daniel W. Elfenbein & Raymond Fisman & Brian McManus, 2019. "Does Cheap Talk Affect Market Outcomes? Evidence from eBay," American Economic Journal: Applied Economics, American Economic Association, vol. 11(4), pages 305-326, October.
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    13. Zhang, Xiaoheng & Yu, Xiaohua & You, Liangzhi, 2020. "Does the Granary County Subsidy Program Lead to manipulation of grain production data in China?," China Economic Review, Elsevier, vol. 62(C).
    14. Grunewald, Andreas & Kräkel, Matthias, 2022. "Information manipulation and competition," Games and Economic Behavior, Elsevier, vol. 131(C), pages 245-263.

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    More about this item

    JEL classification:

    • D82 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Asymmetric and Private Information; Mechanism Design
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • K29 - Law and Economics - - Regulation and Business Law - - - Other
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality

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