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The present research examines the extent to which consumers perceive deceptive advertising claims as effective (i.e., affect one's purchase decision) for themselves and others. Results in two experiments suggest that consumers tend to consider an advertising claim more effective for others than for themselves, when they realize the claim is highly deceptive. In contrast, when perceived deceptiveness is moderate or low, the self–others difference is moderated by consumer dispositional difference in skepticism toward advertising. The effect appears to be driven by the interplay of generalized and specific suspicion, which has a stronger impact on consumer judgment about the effect of deceptive advertising on the self than on others. [ABSTRACT FROM AUTHOR]

In two studies, we examine consumers' perceptions of covert personal selling in relation to their product evaluation and salespersons' self-disclosure of the selling motive. Study 1 suggests that positive product evaluation can moderate the perceived deceptiveness of an overt selling attempt, but not that of its covert counterpart. Study 2 provides further evidence of consumer resistance against covert selling, even when the salespersons disclose their identities prior to consumers' purchase decisions. This research sheds further light on the compelling negative ramifications of tactical deception in covert marketing communications. [ABSTRACT FROM PUBLISHER]