Survey evaluates impact of deceptive ad claims on consumer perceptions

This case involved the evaluation of claims of deceptive advertising made by an oral care product manufacturer against a product newcomer. Applied Marketing Science (AMS) conducted a survey to evaluate claims made in a variety of television advertisements to understand the perception of consumers related to multiple aspects of product labeling, including information about product capabilities, effectiveness, and superiority. Our analysis allowed us to evaluate the relative impact of claims on consumer perception across various TV commercials. We found that a substantial percentage of people made incorrect assumptions about the product based on these ads, potentially harming the reputation of the plaintiff’s product.