Abstract
This study examines the potential effects of unethically perceived advertising executions on consumer responses to the ad. The study found that the unethical perceptions of the advertisement shown significantly and negatively affected all advertising response variables examined in the study.
| Original language | English |
|---|---|
| Pages (from-to) | 125-136 |
| Number of pages | 12 |
| Journal | Journal of Business Ethics |
| Volume | 17 |
| Issue number | 2 |
| Publication status | Published - Jan 1998 |