From seduction to deception: A bibliometric perspective on the evolution of deceptive advertising

K. L. Sangeetha; Maria Pynadath; Amiya Bhaumik

doi:10.31893/multirev.2025107

Keywords:

deceptive advertising

publication trends

marketing ethics

regulatory frameworks

technological solutions

Abstract

Deceptive advertising, characterized by the dissemination of misinformation to consumers, poses significant challenges to consumer welfare and market integrity. This study tries to explore the academic landscape surrounding deceptive advertising over the past three decades through a systematic bibliometric analysis. Leveraging data from Elsevier's Scopus database, this study maps the trajectory of deceptive advertising literature from 1993 to 2023, identifying key publication trends, influential authors, journals, institutions and countries. It also delves into the realm of deceptive advertising, analyzing author-generated keywords and the dynamic landscape of emerging research trends within this domain. Through quantitative analysis and visualization using VOSviewer, the paper investigates the evolution of scholarly interest in deceptive advertising, prominent publications and thematic clusters. Findings reveal distinct phases in research activity, from nascent interest to heightened scrutiny, reflecting the dynamic nature of deceptive advertising practices. Notable publications and authors are highlighted, along with the global distribution of research contributions and collaborative networks. Emerging research themes, including ethical considerations, technological solutions and regulatory challenges, underscore the interdisciplinary nature of deceptive advertising research. Our findings reveal a significant growth in scholarly interest, reflecting the escalating concern over deceptive practices in advertising and their implications for consumers, businesses, and regulatory frameworks. The analysis uncovers the multidisciplinary nature of the research, with contributions spanning marketing, law, psychology and information technology, indicating the complex and multifaceted approach required to address deceptive advertising effectively. This study not only provides a comprehensive overview of literature but also lays the groundwork for future research aimed at developing innovative strategies to combat deceptive practices and protect consumer rights.
References
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

Sangeetha, K. L., Pynadath, M., & Bhaumik, A. (2024). From seduction to deception: A bibliometric perspective on the evolution of deceptive advertising. Multidisciplinary Reviews, 8(4), 2025107. https://doi.org/10.31893/multirev.2025107

[1] Abtahi, A.-R., Elahi, F., & Yousefi-Zenouz, R. (2017). An intelligent system for fraud detection in coin futures market's transactions of Iran mercantile exchange based on Bayesian network. Journal of Information Technology Management, 9(1), 1-20. Retrieved from https://jitm.ut.ac.ir/article_60680_26aa06de30a6257fb58215616a88d6ba.pdf1

[2] Aditya, Ram. (2001). The psychology of deception in marketing: A conceptual framework for research and practice. Psychology and Marketing. 18. 735 - 761.https://doi.org/10.1002/mar.1028

[3] Alryalat S. A. S., Malkawi L. W., & Momani S. M. (2019). Comparing bibliometric analysis using pubmed, scopus, and web of science databases. Journal of Visualized Experiments(152), e58494, doi:10.3791/58494 (2019.

[4] Campbell, C., & Grimm, P. E. (2019). The Challenges Native Advertising Poses: Exploring Potential Federal Trade Commission Responses and Identifying Research Needs. Journal of Public Policy & Marketing, 38(1), 110-123. https://doi.org/10.1177/0743915618818576

[5] Campbell, M. C., Mohr, G. S., & Verlegh, P. W. J. (2013). Can disclosures lead consumers to resist covert persuasion? The important roles of disclosure timing and type of response. Journal of Consumer Psychology, 23(4), 483-495. https://doi.org/10.1016/j.jcps.2012.10.012

[6] Cawley, J., Avery, R. J., & Eisenberg, M. (2013). The Effect of Deceptive Advertising on Consumption of the Advertised Good and its Substitutes: The Case of Over-the-Counter Weight Loss Products. IZA Discussion Paper No. 7247. SSRN. http://dx.doi.org/10.2139/ssrn.2234269

[7] Chadha, R., Ghosh, A., Poylisher, A., & Serban, C. (2015). TREND: Trust estimation system for wireless networks via multipronged detection. In Proceedings - IEEE Military Communications Conference MILCOM, 2015-December (pp. 13-18). Tampa, FL, USA. doi:10.1109/MILCOM.2015.7357411, https://ieeexplore.ieee.org/document/7357411

[8] Darke, P. R., & Ritchie, R. J. B. (2007). The defensive consumer: Advertising deception, defensive processing, and distrust. Journal of Marketing Research, 44(1), 114-127. https://doi.org/10.1509/jmkr.44.1.114

[9] Davis J. J. (1994). Ethics in Advertising Decision making: Implications for Reducing the Incidence of Deceptive Advertising.The Journal of Consumer Affairs, 28(2), 380–402. 10.1111/j.1745-6606.1994.tb00858.x, https://doi.org/10.1111/j.1745-6606.1994.tb00858.x

[10] Demaine, L. J. (2012). Seeing Is Deceiving: The Tacit Deregulation of Deceptive Advertising. Arizona Law Review, 54(3), 719-764.

[11] https://heinonline.org/HOL/Page?public=true&handle=hein.journals/arz54&div=30&start_page=719&collection=journals&set_as_cursor=3&men_tab=srchresults

[12] Denburg, N. L., Cole, C. A., Hernandez, M., Yamada, T. H., Tranel, D., Bechara, A., & Wallace, R. B. (2007). The orbitofrontal cortex, real‐world decision making, and normal aging. Annals of the New York Academy of Sciences, 1121(1), 480–498. Crossref. PubMed.https://doi.org/10.1196/annals.1401.031

[13] Fallis, D. (2015). What Is Disinformation? Library Trends 63(3), 401-426. https://doi.org/10.1353/lib.2015.0014.

[14] Gao, Z. (2008). Controlling Deceptive Advertising in China: An Overview. Journal of Public Policy & Marketing, 27(2), 165-177. https://doi.org/10.1509/jppm.27.2.165

[15] García-Nieto, M. T., Gonzálvez-Vallés, J. E., & Viñarás-Abad, M. (2021). Social Responsibility and Misleading Advertising of Health Products on the Radio: The Opinion of the Professionals. International Journal of Environmental Research and Public Health, 18(13), 6912. https://doi.org/10.3390/ijerph18136912

[16] Gardner, D.M. (1975). Deception in Advertising: A Conceptual Approach. Journal of Marketing, 39, 40 - 46.https://doi.org/10.2307/1250801

[17] Glaeser, E. L., & Ujhelyi, G. (2010). Regulating misinformation. Journal of Public Economics, 94(3–4), 247-257. https://doi.org/10.1016/j.jpubeco.2010.01.001

[18] Haque, A., Neha, A., Ahmed, F., & Kabir, S.M. (2017). Customers’ perception toward ethical advertisements: The mediating role of religiosity from the Malaysian perspective. Advanced Science Letters, 23(9), 8547–8553. https://doi.org/10.1166/asl.2017.9926

[19] Hastak, M., & Mazis, M. B. (2011). Deception by Implication: A Typology of Truthful but Misleading Advertising and Labeling Claims. Journal of Public Policy & Marketing, 30(2), 157-167. https://doi.org/10.1509/jppm.30.2.157

[20] Hati, S.R.H. and Latip, H.A. (2023), "Behind the curtain of payday lending: revealing consumer insights and ethical challenges in Indonesia and the USA using web-scraping methods", International Journal of Ethics and Systems, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOES-03-2023-0060

[21] Held, J. & Germelmann, C. (2018) . Deception in consumer behavior research: A literature review on objective and perceived deception. Projectics 21(3), 119-145. https://doi.org/10.3917/proj.021.0119.

[22] Hyman, M. R. (1990). Deception in Advertising: A Proposed Complex of Definitions for Researchers, Lawyers, and Regulators. International Journal of Advertising, 9(3), 259–270. https://doi.org/10.1080/02650487.1990.11107153

[23] Iqbal, S., & Siddiqui, D. A. (2019). The impact of deceptive advertising on customer loyalty: A case of Telecommunication industry in Karachi, Pakistan. Karachi University Business School. MPRA Paper No. 93038. Retrieved from https://mpra.ub.uni-muenchen.de/93038/

[24] Kircanski, K., Notthoff, N., DeLiema, M., Samanez-Larkin, G. R., Shadel, D., Mottola, G., Carstensen, L. L., & Gotlib, I. H. (2018). Emotional arousal may increase susceptibility to fraud in older and younger adults. Psychology and Aging, 33(2), 325–337. https://psycnet.apa.org/doi/10.1037/pag0000228

[25] Kopalle, P. K., & Lehmann, D. R. (2006). Setting quality expectations when entering a market: What should the promise be? Marketing Science, 25(1), 8-24. https://doi.org/10.1287/mksc.1050.0122

[26] Kotler, P., & Armstrong, G. (2010). Principles of Marketing (14th ed.). Pearson.

[27] Lansing, P., & De Vries, P. D. (2007). Sustainable Tourism: Ethical Alternative or Marketing Ploy? Journal of Business Ethics, 72, 77–85. https://doi.org/10.1007/s10551-006-9157-7

[28] Alshurideh M. , B. Al Kurdi, A. Abu Hussien & H. Alshaar (2017) Determining the main factors affecting consumers’ acceptance of ethical advertising: A review of the Jordanian market, Journal of Marketing Communications, 23:5, 513-532, https://doi.org/10.1080/13527266.2017.1322126

[29] Mainardes, E. W., Coutinho, A. R. S., & Alves, H. M. B. (2023). The influence of the ethics of E-retailers on online customer experience and customer satisfaction. Journal of Retailing and Consumer Services, 70, 103171. https://doi.org/10.1016/j.jretconser.2022.103171

[30] Mandal, P. C. (2022) Socially Responsible Target Marketing and Marketing Communications: Concerns and Initiatives. International Journal of Social Ecology and Sustainable Development (IJSESD), 13(1), 1-16. http://doi.org/10.4018/IJSESD.293247

[31] Mann, R. A., & Gurol, M. (1978). Objective approach to detecting and correcting deceptive advertising. Notre Dame Law Review, 54, 73. https://scholarship.law.nd.edu/ndlr/vol54/iss1/3

[32] Mariani, M., & Borghi, M. (2019). Industry 4.0: A bibliometric review of its managerial intellectual structure and potential evolution in the service industries. Technological Forecasting and Social Change, 149, 119752. https://doi.org/10.1016/j.techfore.2019.119752.

[33] Kimmel, A. J. (2013). Deceptive advertising: Behavioral study and regulatory practice. Routledge.

[34] Knapp, L. M., & Comadena, M. E. (2006). Telling It like It Is not: A Review of Theory and Research on Deceptive Communications. Human Communication Research, 5(3), 270-285. https://doi.org/10.1111/j.1468-2958.1979.tb00640.x

[35] Nandakumar, A., Chuah, J.-A., & Sudesh, K. (2021). Bioplastics: A boon or bane? Renewable and Sustainable Energy Reviews, 147, 111237. https://doi.org/10.1016/j.rser.2021.111237.

[36] Ogbogu, U., Du, J., & Koukio, Y. (2018). The involvement of Canadian physicians in promoting and providing unproven and unapproved stem cell interventions. BMC Medical Ethics, 19(1), 32. https://doi.org/10.1186/s12910-018-0273-6

[37] Olson, J. C., & Dover, P. A. (1978). Cognitive effects of deceptive advertising. Journal of Marketing Research, 15(1), 29–38. https://doi.org/10.2307/3150398

[38] Pham-Duc, B., Tran, T., Trinh, T. P. T., Nguyen, T. T., Nguyen, N. T., & Le, H. T. T. (2022). A spike in the scientific output on social sciences in Vietnam for recent three years: Evidence from bibliometric analysis in Scopus database (2000–2019). Journal of Information Science, 48(5), 623–639. https://doi.org/10.1177/0165551520977447

[39] Piccolo, S., Tedeschi, P., & Ursino, G. (2017). Deceptive Advertising with Rational Buyers. Management Science. https://doi.org/10.1287/mnsc.2016.2665

[40] Piccolo, Salvatore; Tedeschi, Piero; Ursino, Giovanni (2015) : Deceptive Advertising with Rational Buyers, Working Paper, No. 25, Università Cattolica del Sacro Cuore, Department of Economics and Finance, (DISCE), Milano, https://www.econstor.eu/handle/10419/170622

[41] Prendergast, G., Liu, P. and Poon, D.T.Y. (2009), "A Hong Kong study of advertising credibility", Journal of Consumer Marketing, Vol. 26 No. 5, pp. 320-329. https://doi.org/10.1108/07363760910976574

[42] Priya, S., & Suganthi, S. (2019). A trust based multipath routing for black hole attacks with group search optimization routing. International Journal of Recent Technology and Engineering, 8(3), 3407–3415. https://doi.org/10.35940/ijrte.C5040.098319

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