“EFFECT OF DECEPTIVE ADVERTISING ON

CONSUMER ATTITUDE TOWARDS TWO SHAMPOO

CATEGORIES -
A STUDY OF FEMALE CONSUMERS IN KARACHI”

FINAL REPORT
SPRING 2014
26th April, 2014

Submitted To:

Sir Zohaib Sufyan

Submitted By:

Madiha Narejo - 1011153

Ayesha Rahman - 1011142
Babar Ali Abid - 1011134
Anil Kumar Dewnani - 1011139
 Acknowledgement

Firstly thanks to Al-Mighty Allah for His blessings to make us complete our research timely. This
study has been made possible with the cooperation and succor of many people. We owe our
gratefulness to our thesis advisor, Mr. Zohaib Sufiyan, for his constant support and guidance
throughout the research.

Secondly, we would wish to express gratitude to our faculty Sir S.M Ahsan, Sir Hammad Masood
and Sir Faisal Sheikh for assisting us in topic selection and giving other detailed advices.

The thesis would not have been successfully completed without the assistance we received from
the administration of various hospitals and the dermatologists there who facilitated us in our initial
research work.

Our sincere regards to everyone who directly or indirectly helped us in our research, your kindness
means a lot to us.

Regards,
Madiha Narejo
Ayesha Rahman
Babar Ali Abid
Anil Kumar

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Contents
1. Executive Summary: ............................................................................................................................. 5
2. Introduction:.......................................................................................................................................... 8
2.1. Background Study:............................................................................................................................. 8
2.2. Problem Statement: ............................................................................................................................ 9
2.3. Research Objectives: .......................................................................................................................... 9
2.4. Research Questions: ........................................................................................................................... 9
2.5. Research Methodology: ................................................................................................................... 10
2.5.1. Research Type: ........................................................................................................................... 11
2.5.2. Research Strategy: ...................................................................................................................... 11
2.5.3. Population of the study:.............................................................................................................. 11
2.5.4. Sample size and sampling technique: ......................................................................................... 11
2.5.5. Target Audience Classification: ................................................................................................. 12
2.5.6. Primary data collection tools: ..................................................................................................... 12
2.5.7. Secondary data sources: ............................................................................................................. 12
2.6. Purpose of the study: ........................................................................................................................ 12
3. Literature Review: .............................................................................................................................. 13
3.1. Defining Deception: ......................................................................................................................... 13
3.2. Deception in Advertising: ................................................................................................................ 14
3.3. Types of deception: .......................................................................................................................... 16
3.4. Normative Belief Technique: ........................................................................................................... 19
3.5. Consumer Attitude: .......................................................................................................................... 20
3.6. Fishbein Multiattribute Attitude Model: .......................................................................................... 22
3.7. Beauty & Antidandruff Shampoos:.................................................................................................. 26
3.8. Effect of deceptive advertising on consumers: ................................................................................ 27
3.9. Regulating deception in Advertising: .............................................................................................. 29
4. Theoretical Framework ....................................................................................................................... 34
4.1 Diagrammatic Representation: .......................................................................................................... 34
4.1.1. Reference of theoretical framework: ......................................................................................... 34
4.2. Explanation of the Framework:........................................................................................................ 34
4.3. Definitions of Variables of the framework: ..................................................................................... 35
4.4. Hypothesis statements: .................................................................................................................... 37

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5. Analysis: ............................................................................................................................................. 38
5.1. Preliminary findings of study:.......................................................................................................... 38
5.2. Hypothesis Testing: ......................................................................................................................... 39
5.2.2. Beauty Shampoo Puffery (TRESEMME): .................................................................................. 44
5.2.3. Anti-Dandruff Shampoo Claim Fact Discrepancy (VENUS): .................................................... 48
5.2.4 Anti-Dandruff Shampoo Puffery (VIVEL): ................................................................................ 52
5.3. Data Analysis: .................................................................................................................................. 57
5.3.1. Reliability Analysis: .................................................................................................................... 57
5.3.2 Screener Analysis: ....................................................................................................................... 58
5.4. Fishbein Multiattribute Attitude Analysis: ...................................................................................... 59
5.5. Individual Analysis on basis of each attribute: ................................................................................ 60
5.5.1. Analysis of Beauty Shampoo “Puffery” (Tresemme): ................................................................ 60
5.5.2. Analysis of Beauty Shampoo “Claim Fact Discrepancy” (Nexus): ............................................ 63
5.5.3. Analysis of Anti-dandruff Shampoo “Puffery” (Vivel): ............................................................. 66
5.5.4 Analysis of Anti-dandruff Shampoo Ad “Claim Fact Discrepancy” (Venus): ............................. 70
5.6. Cross Analysis: ................................................................................................................................ 73
5.6.1 Cross Analysis between Two Deception Categories: Claim fact discrepancy & Puffery in
Antidandruff shampoo: ........................................................................................................................... 73
5.6.2. Cross Analysis between Two Deception Categories: Claim fact discrepancy & Puffery in
Beauty shampoo:..................................................................................................................................... 75
5.6.3. Cross Analysis between the age group and the currently used Shampoo Brand for each
Shampoo Category: ................................................................................................................................. 77
6. Conclusion: ......................................................................................................................................... 81
7. Recommendations: .............................................................................................................................. 85
8. Limitations of study: ........................................................................................................................... 86
9. Benefits of the Study:.......................................................................................................................... 87
10. Areas of Further Study: ....................................................................................................................... 88
11. References: .......................................................................................................................................... 89
12. Appendices .......................................................................................................................................... 96

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List of Figures:

Figure 4.1…………….…………………………..…………………………………………………………………………………………………...33
Figure 5.1……………….…………………………..………………………………………………………………………………………………...37
Figure 5.2……………………………………………………………………………………………………………………………………………...39
Figure 5.2.1………………………………………………………………………………………………………….…………………...39
Figure 5.2.2.……………………………………………….....…….…………………….…………………………………………...40
Figure 5.2.3………………………………………………………...…………………..……………………………………………….40
Figure 5.2.4……………………………………………………………………………………………………..……………………....41
Figure 5.2.5……………………………………………………………………………………………………………………………….41
Figure 5.2.6……………………………………………………………………………………………………………………………....41
Figure 5.2.7………………………………………………………………………………………………………………………..…....42
Figure 5.2.8……………………..……………………………………………………………………………………………………....42
Figure 5.2.9……………………………………………………………………………………………………………………………....42
Figure 5.3……………………………………………………………………………………………………………………………………………...43
Figure 5.3.1…………………………….………………………………………………………………………………………………...43
Figure 5.3.2…………………………………………………………………………………………………..……………….………...44
Figure 5.3.3………………………………………………………………………………….………….………………….…………...44
Figure 5.3.4…………………………………………………………………………………..………………………….……………...44
Figure 5.3.5………………………………………………………………………………………..…………………….……………...45
Figure 5.3.6……………………………………………………………………………………………..……………….……………...45
Figure 5.3.7………………………………………………………………………………………………..…………….……………...46
Figure 5.3.8……………………………………………………………………………………………………………….………………46
Figure 5.3.9……………………………………………………………………………………………………….…..………………...46
Figure 5.4……………………………………………………………………………………………………………………………………………...47
Figure 5.4.1……………………………………………………………………………………………………………..….…………...48
Figure 5.4.2……………………………………………………………………………………………………..……….……………...48
Figure 5.4.3………………………………………………………………………………………………………..…….……………...48
Figure 5.4.4…………………………….…………………………………………………………………………..…………………...49
Figure 5.4.5……………………………………………………………………………………………………………………………...49
Figure 5.4.6……………………………………………………………………………………………………………………………...50
Figure 5.4.7……………………………………………………………………………………………………………………………...50
Figure 5.4.8…………………………………………………………………………………………………………..………………...50
Figure 5.4.9……………………………………………………………………………………………………………………………...51
Figure 5.5……………………………………………………………………………………………………………………………………………...51
Figure 5.5.1……………………………………………………………………………………………………………………………...52
Figure 5.5.2……………………………………………………………………………………………………………………………...52
Figure 5.5.3……………………………………………………………………………………………………………………………...52
Figure 5.5.4……………………………………………………………………………………………………………………………...53
Figure 5.5.5……………………………………………………………………………………………………………………………...53
Figure 5.5.6……………………………………………………………………………………………………………………………...54

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 Figure 5.5.7……………………………………………………………………………………………………………………………...54
Figure 5.5.8……………………………………………………………………………………………………………………………...54
Figure 5.5.9………………………………………………………………………………………..…………………………………...55
Figure 5.6……………………………………………………..……………………………………………………………………………………...56
Figure 5.6.1………………………………..…………………………………………………………………………………………...56
Figure 5.6.2………………………..…………………………………………………………………………………………………...56
Figure 5.6.3……………………………………………………………………………………………………………………………...56
Figure 5.7…………………………………………………………………………………………………………………..………………………...57
Figure 5.8…………………………………………………………………………………………………………………………………..………...59
Figure 5.8.1……………………………………………………………………………………………………………………………...60
Figure 5.9……………………………………………………………………………………………………………………………………………...62
Figure 5.9.1……….………………………………………………………………………………………………………..…………...63
Figure 5.10…………………………………………………………………………………………………………………………………………….65
Figure 5.10.1…………………………………………………………………………………………………………………………....66
Figure 5.11.…………………………………………………………………………………………………………………………………………...69
Figure 5.11.1……………….…………………………………………………………………………………………………………….69
Figure 5.12…………………………………………………………………………………………………………………………………………....72
Figure 5.13……………………………………………………………………………………………………………………………………….......74
Figure 5.14.…………………………………………………………………………………………………………………………………………...76
Figure 5.15.……………………………………………….…..……………………………………………………………………………………...77
Figure 5.16.……………………………………………….……..…………………………………………………………………………………...78
Figure 5.17.…………………………………………………………………………………………………………………………………………...79
Figure 6.1………………………………………………….………..………………………………………………………………………………...82

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1. Executive Summary:
It is a perceptible fact that deception in advertisements affects consumer perception as it influences
the purchasing decisions they make. In order to promote advertising ethics, it has become
increasingly imperative to identify the deception types and measure the level and intensity of
deception in an advertisement. Though, there are research work already done on deceptive
advertising, there has not been much with respect to hair care products like shampoos and so we
intended to take this as our scope of the study.

This report, therefore, focuses on evaluating the effect deceptive advertisements has on the outlook
of consumers towards the two shampoo categories: beauty and antidandruff. Our aim has been to
substantiate as to what extent consumers are really aware of deceptive advertising and considers
which type of deception is more intense and exerts a greater influence on the consumer attitude.
We, as shampoo users, have tried to understand the basic underlying reasons for the consumer’s
frame of mind that is those who were deceived and undeceived.

Claim-fact discrepancy and puffery are deception types commonly found in shampoo ads and
affect consumer attitudes. A well-known statistical and marketing tool, Fishbein Multiattribute
Attitude Model and hypothetical testing are applied to gauge the deception. Respondents were
asked to give weight-age to each attribute of beauty and anti dandruff before and after viewing the
commercial. Our study is both qualitative and quantitative in nature. Hence, the primary data was
collected through interviews with dermatologists and online questionnaires filled by consumers
and secondary data through online published journals.

As a result of this research being conducted, the findings of both hypothesis testing and
Multiattribute model justifies that deception in advertisement exists but in an adverse way. We
have also found that that in antidandruff shampoo category, puffery has greater effect while in
beauty category, claim fact discrepancy creates a greater impact on consumers. Therefore, with
proliferation of media and consumers getting prudent day by day in forming their perceptions
about a brand, deception cannot make a significant impact on consumer insight.

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2. Introduction:
2.1. Background Study:
Deception in advertising has become quite prevalent in our society and is far from a new concern.
Many consumers think that they can identify deception in advertising; however, their
understanding of deception must be taken into an appropriate empirical study if deceptive practices
are to be stopped by regulation (Gardner, 1975).The Federal Trade Commission (FTC) has always
been a ruling authority in deceptive advertising cases, but their verdicts have been questioned by
many marketing researchers and advertisers, who believe in consumer insight for determining the
existence of deception (Armstrong, 1979).

Studies attempting to gauge deception have used several imperative approaches. In our study, the
viewpoint was to measure advertising deception on the basis of “brand attribute beliefs of
consumer respondents”. This idea has been adopted from an international study that we are
regarding as our base research: “Deception in Advertising: A Conceptual Approach” by David
M. Gardner (1975). According to research articles we have reviewed, there are three main
categories of deception in advertising: “unconscionable lie”, “claim-fact discrepancy” and
“puffery”. Out of these categories, the last two are included in our scope of study. It provides a
profound analysis of evaluating deception with the help of Fishbein Multiattribute Attitude Model
in context to normative belief technique.

Though, there are numerous research works already done on deceptive advertising, there has not
been much with reference to understanding the effect of deceptive advertising on consumer
behavior in FMCG products like shampoos and that’s why we intended to take this as our research
topic. The major reason for putting emphasis on shampoo brands is because of the fact that
shampoos fall in “the top ten advertising categories on TV for the last 10 years”. Moreover,
shampoo has the biggest sub-division in hair-care products and is presently appraised at PKR 17.4
billion (Aurora Fact File, Retrieved: February 2014).

The primary purpose of this research is to evaluate the effect deceptive advertisements has on the
mindset of consumers towards the shampoo categories leading to a change in their attitude. It
substantiates the fact that as to what extent consumers are really aware of deceptive advertising in
our society and considers which type of deception is more intense and exerts a greater influence

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on the consumer. It also helped us in determining the insight of Pakistani consumers with respect
to false advertising that whether they are actually tricked or they ascertain deception in
advertisements but overlook it.

2.2. Problem Statement:

“To determine the effect of two types of deceptive ad on the consumer attitude in two widely used
categories of shampoos in Karachi”.

2.3. Research Objectives:

The main objectives for our research are:

 To determine attributes as suggested and rated by the dermatologists and classify these
attributes within both categories of shampoo.
 To assess the level of importance that is being given to each attribute by the consumers
both before and after viewing the advertisement.
 To measure the degree of change the two types of deceptive advertisements are bringing
in consumer attitude and which deception type has the greater effect.

2.4. Research Questions:

 Which attributes are considered important by dermatologists and by consumers?
o This was done through rating which assisted us in comparing the importance given
by experts and the importance consumers give to shampoo attributes.
 In what way does the two types of deceptive advertisement affect consumer attitude
towards shampoos attributes?
o This question helped us to analyze the major reasons of a change in consumer
perception after viewing the deceptive advertisement.
 Which category of deceptive ad: claim-fact discrepancy or puffery creates a greater impact
on consumer’s attitude?
o This helped us differentiate between the types of deception, as in which type of
deceptive ad creates a greater effect.

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2.5. Research Methodology:

We intent to carry out our research by replicating the “Normative belief technique” and applying
Fishbein Multiattribute Attitude Model as illustrated in the base journal Deception in
Advertising: A Conceptual Approach. The Multiattribute Attitude Model incorporates all
attributes of the study and by using weights assign to these attributes gives us a qualitative answer
to how deceiving the advertisement was.

The Fishbein Model was applied to evaluate consumers’ perception about the two shampoo
categories, i.e. beauty and antidandruff. The evaluation was be carried out twice, first ‘pre-ad
evaluation’ and secondly ‘post ad evaluation’. The pre-ad evaluation was basically done to get
basic criteria of the consumer’s perception about the shampoo category.

This model is based on Fishbein works, and it suggests that a consumer’s attitude towards a certain
product is a function of the

 Importance and strength of consumers’ beliefs about the product

 The evaluation of the belief, that is the evaluation of the responses

The second reason why the Multiattribute attitude model seems appropriate is because it can
make operational any measure of deception in an advertisement and it can relate the findings
to other theories as well. The normative belief technique is a method to find out all the salient
attributes of a product and how to evaluate them. Firstly, this technique requires us to have
consumers who are well informed about the product so that we can find out all the optimal
attributes of shampoos. By optimal, it means those attributes that are necessary to define a
product class. Then we have to ascertain acceptable ranges of probabilities for the attributes
and determine acceptable ranges of evaluation of these attributes. Lastly, is to show
advertisements and ask consumers to estimate probabilities of each attribute associated with
the brand being showcased and to give their evaluation.

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2.5.1. Research Type:
Our study is a combination of both qualitative and quantitative research because we studied the
effect of deceptive advertisements and quantified change in consumer attitude through the
Multiattribute model.

2.5.2. Research Strategy:

The research strategy we are using to conduct our study is “survey based” and this emphasizes on
establishing a link between the two variables by using “before and after” ad evaluation. This is
further substantiated by hypothetical testing in our study which examined the effect deceptive ads
bring to consumer attitude in two major shampoo categories.

2.5.3. Population of the study and its justification:

The population of Karachi is 20 million, with females being 48% of the total population, and
females within the age bracket of (18-29 years) being 28%, (Retrieved from: www.cia.gov,
February 2014). With a confidence interval of 95% and margin of error of 5%, the total sample
size for our research is 384. (Retrieved from: http://www.raosoft.com/samplesize.html, February
2014). The population stated above is somehow involved in consuming any particular brand of
shampoo. The reason for taking female as our target market is because generally women are more
conscious about hair care and the shampoos they use.

2.5.4. Sample size and sampling technique:

We used quota sampling that comes under the head of non-probability sampling technique as 96
consumers per each deception type and each shampoo category was allocated. Through a
preliminary research we questioned a group of dermatologists about the basic attributes of
shampoos. We interviewed top four dermatologists of, Medicare Hospital, Ziauddin Medical
University & Hospital, and Sind. Govt. Hospital Karachi.

2.5.5. Research Tool:

Our major research tool was online questionnaires which were a combination of structured and
semi structured questions with an advertisement in between.

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2.5.6. Target Audience Classification:
We targeted 384 females with age group 18-29 years; and our target market was categorized on
the following factors. 50% of our target market was consumers of beauty shampoo users, i.e. 192
consumers, and the other 192 was antidandruff shampoo users. Each category was categorized on
the basis of the ads that were shown to them. There were two types of deceptive ads shown in each
category of shampoo. That is, 96 out of the 192 consumers in each shampoo category were shown
one type of deceptive ad while the other half were shown the second type of deceptive ad.

2.5.7. Primary data collection tools:

The primary data was collected through interviews conducted with dermatologists for our initial
findings and questionnaires session with consumers that facilitated us to test our premise. We used
the data from the questionnaires and applied the findings to Fishbein Model to further study the
relation between deceptive ads and consumer attitude.

2.5.8. Secondary data sources:

The source of our secondary research was research journals of related subject matter found on
Digital Library (mostly Jstor journals) and other websites. Online published journals and magazine
articles and EBooks also helped us in establishing a framework for our study.

2.6. Purpose of the study:

Our presented research provides a guideline to the advertisers to be conscious of the fact that
today’s consumers do not fall in the prey of believing in misleading statements and such
advertisements only create consumer suspicion and distrust. Therefore, advertisers and marketers
should abide by advertising ethics and should make use of those advertising appeals that can attract
consumers in a prudent way. Though in Pakistan, regulatory bodies and institutions for promoting
fair advertising practices exist but the laws aren’t aptly implemented; thus this study also provokes
the need of principles of advertising.

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3. Literature Review:
The literature review of our topic “Effect of deceptive advertising on consumer attitude towards
two shampoo categories: a study of female consumers in Karachi” is focused on measuring and
evaluating the influence of deceptive advertisements on consumers’ attitude. All the descriptions,
statistics and the model are taken from authentic research journals, studies and websites and are
ascertained to be useful for our study.

3.1. Defining Deception:

“If an advertisement (or advertising campaign) leaves the consumer with (an) impression(s) and/or
belief(s) different from what would normally be expected if the consumer had reasonable
knowledge and that impression(s) and/or belief(s) is factually untrue or potentially misleading,
then deception is said to exist” (Gardner, 1975, p.42).

Carson et.al, (1985), counters argued the aspect of “reasonable knowledge” in this definition. For
instance, a consumer who has no awareness about how cars function: their repairing, engines, GPS
system etc would claim a totally honest, informed ad to be deceitful. According to him it would be
unjust to call an advertisement misleading only for the reason that it doesn’t informs the
uneducated ones with “reasonable knowledge”. Carson et.al, (1985), modified Gardner’s (1975)
definition on the point that for an advertisement to be called deceptive, it should deceive sensibly
logical and average consumers. According to Jr. Wills and Jr. Ryans (1982), fifty eight percent of
consumer protection regulators find advertisements deceiving to a common consumer. This
standard defines the amount of conscientiousness, knowledge and experience of the viewer to
whom the ad is exposed for the purpose of analyzing deception (Attas Daniel, 1999).

Deception is transmitting of information from the advertiser to consumer in an erroneous way

(Gaines Teresa, 1981). However, in one of his other studies Gardner (1976) stressed on the
recipient of the advertising communication to corroborate if deception exists. According to another
definition, deception takes place when the target audience considers an advertising claim as
untruthful, but that deceit doesn’t matters lest the statement made is appropriate (Armstrong Gary,
et.al, 1979).

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3.2. Deception in Advertising:
Raza et.al, (2011) emphasizes the fact that how important a role advertising plays in the journey
of a business’ but at the same time, the journal quotes a number of authors who have criticized it,
as O’Donohoe (1995) said that “it cannot be denied that the ads are effective but the cons of the
advertisements are also questionable”. Hunt et al., (1990) in his journal supported O’Donohoe
(1995) and said that “advertisers should be explicitly criticized on their weakening features such
as misleadingness, deceptiveness, and falsity”. The embarrassing women and make-up ads, and
inducing people to acquire the things that they really do not want are some factors for which ads
should be held accountable for.

Keaty et.al (2002) stressed on the deception in the online advertisements. The internet enables the
advertisers to reach a huge number of audiences and not only impart information on them but also
allows them to respond back to it, i.e. it enables both the parties to have “inter-personal
communications”.

Hunt (1977) in his journal inscribes that the deciding factors for determining whether the ad is
actually deceiving or not have changed over the time. In past they focused more on the truthiness
of words that were being spoken and pictures that were being shown in ads. But with time the
focus changed from the truthfulness of the advertisers to the understanding of the communication
by the consumers. Today the defining characteristic of deception is its potential to create erroneous
beliefs.

Burke (1988), in his journal gives a reference of past researches and talks about the two concepts
in advertising “miscomprehension” and “misunderstanding”, and does not call it deception but
describes the two concepts with the reference of (Jacoby and Hoyer, 1982) as an inconsistency
between how the ad has been perceived by the consumer and what an ad actually said. The journal
also states that some types of ads are consistently misunderstood by consumers. But, the journal
also quotes Preston and Richards (1986) who said that the misunderstood claims do not really
come under deception, because it is not essential that the meaning that is being conveyed to the
consumer is same as the literal message, it may differ. But it is very important that the message is
consistent with the brands’ actual performance.

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Olson and Dover (1978) in their work have attempted to identify two approaches to recognize ads
which have deception. One they say is that which deals with the “consumer judgments” on the
deceptiveness of the ad, however the journal also quotes the criticism that has been done on the
approach.
Armstrong and Russ (1975) called this approach to be “insufficient and logically deficient to detect
the presence of deception”, because according to the criticism the approach accounts for the people
who have identified deception in the ads and it is very clear that if a person is able to identify the
fact that there is a deception in the ad, he or she is not being deceived by the ad in the first pace.
The other approach focuses on the “cognitive effects” the ad has on the consumers who have been
exposed to the advertisement. The authors say that the ad has the potential to pass on false
information to the consumers, this information is supposed to have “measurable effects on certain
cognitive variables, which are characteristically product related beliefs. The authors also talk about
the “surrogate indicators”, these may include colors, jargons, symbols, gestures and all the other
factors which one way or the other may affect the consumers. The authors state that an
advertisement is said to be categorized as deceptive when the consumers gain evidently bogus
beliefs as a result of contact to an advertisement.

According to Nelson Phillip (1974), consumer indecision is the main cause of deceptive
advertising. This is because consumers are highly convinced by an advertisement when it claims
about how capably the brand works and do not believe in an advertisement which simply states
about its brand functions.

Furthermore, Haseeb Shabbir and Des Thwaites (2007) presented their work on “the ‘use of humor
to mask the deceptive advertising’ and they found out that more than 70%, of the humorous ads
which they studied, had an element of deception. And around 75% of them were masked in humor.
Johar (1995) in his journal about the “implied ad claims” quotes Harris (1981), who said that
“drawing conclusions or going ahead of the directly stated text in the ad and concluding other
meanings, is a natural part the process of understanding the text.

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3.3. Types of deception:
According to Gaines Teresa (1981), deceiving consumers can be done by portraying false facts
regarding the product, disclosing insufficient information on purpose or providing data which
channels the consumer to have an unreasonable assessment of the product.

Two major kinds of deceptive advertising taken into consideration in our study are: “falsity” and
“misleadingness”.

3.3.1. Falsity:
Falsity means the condition of being untrue (Dictionary.com, March 2014). Consumer beliefs play
a great role in this too because a false statement isn’t harmful if the consumers don’t deem it as it
is and a truthful statement can inflict greater damage to the consumers if it leaves them with a false
thought (Russo Edward, et.al, 1981). Consumers do not really care about how false an
advertisement is; they consider themselves being tricked if the claim made by the ad and the actual
capabilities of the product differ (Darke and Ritchie, 2007). This is also called as “explicit
deception” as forged statements are made in the ad (Chaouachi and Rached, 2012, p.3). The ad is
said to be falsely deceptive if “an explicit claim is demonstrably false on the basis of objective
evidence” (Armstrong and Russ, 1975).

3.3.2. Claim fact discrepancy:

In advertising, falsity also pertains to ads which have “claim fact discrepancy”. This is the type of
deception we will be using for our research study. It explains the difference between the statements
made by the ad and the real functioning of the product. Several advertisements only provide little
description about the product and leave the rest up to consumers that he will put in information
according to his judgment. The problem here is that whether the viewer has adequate, correct
information to understand the ad properly and without any deceptive thoughts. As a result, if an
ad of Tylenol advises that “3 out of 5 doctors recommend it” the viewer’s mind immediately
associates doctors with credibility and authority and acknowledges the message. Such
advertisements can be deemed deceptive because there are no criteria of which doctors suggested
it, what the conditions were when they said it and what were the opinions of other two doctors
(Gardner, 1975, 1976).

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3.3.3. Misleadingness:
Misleadingness refers to being mislead that is the act of directing in a wrong way (Dictionary.com,
March 2014). According to Russo Edward, et.al, (1981) an advertisement is “misleading” if it
forms a distorted belief about the expected attributes of the product. It highlights the consumers’
belief subsequent to viewing the advertisement, without reckoning of claims made by the ad or the
actual intentions of the advertiser. It is then explained with an example if there’s an incorrect belief
about a product among consumers and the advertiser knowingly takes advantage of the already
prevailing belief, the ad will come under the concept of deception. And Russo et al. (1981) calls
deception in such ads as “exploitive misleadingness”. “Exploitive misleadingness” is difficult to
detect because the claims that the advertiser makes do not increase the level of false belief, but in
its place underline the already prevailing false beliefs or make them more prominent. An ad will
be categorized as misleadingly deceptive if “the implicitly or the explicitly stated claim may
produce an incorrect impression or perception.”Armstrong and Russ (1975).

Furthermore, Nelson Phillip (1974) affirmed that deception doesn’t necessarily consist of an
incorrect statement, but a viewer who is prepared to be deceived by it. There will always be some
individuals who will even misapprehend a completely non-deceptive advertisement too
(Armstrong Gary, et.al, 1979).

According to Ford and Yalch (1982), the difference between the advertiser’s statements about the
product and the viewer’s perceptions that generates an explanation not explicitly stated in the ad
is called as “Miscomprehension” too. In this, the problem of target audience arises too as every
segment comprehends the advertisement in their own way and have their own set of beliefs
regarding a product category (Attas Daniel, 1999). As stated by Gardner (1976) in reference to his
definition that consumers who do not lie in any particular section of the market shouldn’t be
considered for reviewing deception in ads. For instance, a 70 year old woman who has never used
an iPad will obviously be unlikely to do use it ever and can’t be regarded as a part of the audience.

3.3.4. Claim belief Interaction:

Misleadingness concerns to having “claim belief interaction” in the advertisement (Gardner,
1975). This is the second type of deception we will be using for our research study. It involves

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the study of fallacious beliefs generated by the consumers after viewing an ad (Russo Edward,
et.al, 1981).

In reference to Fishbein Multiattribute attitude model, this kind of interaction arises due to
“inferential belief” hold by the consumer. This happens when the consumer makes a belief inferred
from another belief. For instance, if the manufacturer of bread wants his product’s sales to increase
and wants the consumers to believe that the bread is highly nutritious, he will mislead consumers
by attempting to alter their beliefs obliquely. He may advertise the bread by adding the element of
grounded flax seeds leading the consumers to deduce that it is nourishing and healthy. Such kind
of negatively inferred beliefs are put into practiced by advertisers to trick consumers (Glassman &
Pieper, 1980).

Similarly, if washing powder manufacturers found out that women think of indigo color as pure
and clean; and think of washing powder with indigo sparklers with more cleaning agents they can
take the advantage of such an association. They may market their washing powders using these
crystals even without making any claims and can create a misleading impact on consumers
(Gardner, 1976).

“True impression” is a type of truth which in other words is also known as “claim belief
interaction”. The claim made in the advertisement is factual but makes a false conception on the
minds of the consumers. This misperception can also be because of consumers’ using wrong
standards for evaluating the features of the product. For example, a famous brand for plant food
was experiencing high sales; however after conducting a consumer survey, the producer got to
know that consumers purchased and preferred the brand due to protein in the plant food.
Scientifically, protein is a futile matter for plants and consumers had perceived it the other way
(Gaines Teresa, 1981).

This is also called as “implicit deception” as the message conveyed is correct but inaccurately
perceived by the consumer (Chaouachi and Rached, 2012).

3.3.5. Puffery:
Rotfeld and Rotzoll (1980) explain about the harmless exaggerations which are not claims but rather
expressions of opinion and called “puffery” or “puffing”. According to Gaines Teresa (1981), it is
known as “discernible exaggeration”. This means using overstated words in the advertisement to

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market the product. For instance, an anti-aging cream stating that with its use, one can have fewer
wrinkles in only few minutes. Consumers usually don’t even believe such statements and that’s
why it has the least effect on them.

3.3.6. Comparative price advertising:

Grewal and Compeau (1992) published a work which talked about the deception in the
“comparative price” ads, he argues about that whether these ads should be considered as deceptive
or informative. The authors say that if an ad is only stating the price of the product it is said to be
a good ad because it is imparting more information and the more the consumer is informed the
better decision he is going to make while purchasing the product. Della Bitta et al. (1981); Ford
and Cal-fee (1986); Kinnear and Root (1988); Laczniak and Grossbart (1990); Richards (1990),
they all have discussed the “Federal Trade Commission’s rules to find out the conditions under
which a comparative price advertisement is deceptive. In a comparative price advertisement an
advertiser may compare the current price of his/her product with either the old price of the same
product or with the price of the product of the competitor, and only the ads in which the price of
the competitor’s product is compared, will come under the domain of comparative advertising.

3.3.7. Fraud:
According to Gaines Teresa (1981) “false impression” or fraud makes the consumer believe that
the claims made about the product are true, but in reality it is completely fake. Fraud emphasizes
about the advertiser and is thought to be an intentional attempt to construct forged perceptions
about the product (Russo Edward, et.al, 1981). For instance, a well known sneakers brand asserted
that wearing their “new balanced sneakers” will burn a person’s calories, whereas after inspection
from regulatory bodies it was claimed that there were no such benefits of the sneakers and it was
merely a fraud.

3.4. Normative Belief Technique:

The approach that we are using in our study to measure deceptive advertising takes into account
the beliefs of the consumers related to brand characteristics. To measure it there are two
propositions being used: “Normative Belief Technique” (Gardner, 1975) and “Salient Belief
Technique” (Armstrong Gary, et.al, 1975). In our study, we will be applying the “Normative
Belief Technique”. This entails recognizing the main operational attributes of the product category,
measuring the notions of the respondents regarding the product category and evaluating these

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beliefs of the respondents after showing them the advertisement. For instance, Listerine, a well-
known mouthwash brand was claimed to mislead consumers by emphasizing more on treatment
of colds and infections. When this technique was implemented it was found out that consumers
really preferred Listerine than other similar brands more for treatment of coughs and colds.
Consequently, Listerine’s ads were professed by Federal Trade Commission to possess deception
(NBT as cited in Dyer and Kuehl, 1978).

According to Carson Thomas, et.al, (1985), if there is a divergence between the perceptions of the
consumers and the genuine characteristic of the product, and then the ad is deemed as deceitful. If
consumers look forward to a brand a lot due to their positive experiences and a new product
launched under that brand doesn’t turns out to be good, every ad for that product will be
categorized as deceptive.

3.5. Consumer Attitude:

“Attitude refers to a predisposition or a tendency to respond positively or negatively towards a
certain idea, object, person, or situation. Attitude influences an individual's choice of action, and
responses to challenges, incentives, and rewards (together called stimuli).”
(businessdictionary.com)
Brown (1950) states that attitude of the consumer towards a certain product is dependent on many
factors. It is evident in the study that marketing mix of any product/brand has a great impact on
forming and shaping consumer attitude. Hence all the P’s of the marketing mix has to be consistent
with each other to create a positive attitude about the product.

Chuang Shih-Chieh, et.al, (2009) investigates the relationship between advertisement terminology
and consumer product knowledge in the attitudes toward advertisements and brands. The study
concluded that low consumer product knowledge individuals form significantly more favorable
advertisement attitudes and brand attitudes toward advertisements with terminologies than toward
advertisements without terminologies, but no differentially favorable advertisement attitudes and
brand attitudes are formed for high consumer product knowledge individuals. By knowing and
studying the individual characteristics of an ad, a good understanding of “meditating role” of ad
can be made (Homer, 1990).

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Reed et.al, (2002) investigates factors that affect whether people will construct attitudes based on
external information from others, their own direct experience, or some combination of the two.
Evidence from two studies suggests those consumers' salient goals and the order and “degree of
favorability associated with the two types of information (external vs. experiential)” are factors
that may jointly determine attitude construction.

Moreover, Stout and Leckenby (1986) emphasizes that emotional response towards the certain ad
is going to increase its effectiveness. It is more likely to increase brand recall and purchase intent.
However, brand recognition may be low due to the high emotional element involved and low
rational appeal. Ad is going to be more effective when the emotional response is high because
people tend to associate themselves with the ad and it ultimately leads to arousal. Effect of
advertising may build up and convince the consumer to buy the brand (Tull, 1965). Consumers are
tempted to purchase a product and can recall the brand frequently if compared to a less emotional
response (Stout and Leckenby, 1986).

According to Paranka (1960), consumer attitude is not static and changes over a period of time. It
may be due to changes in income level or changes in tastes and preferences of consumers.
Imperatively, they concluded that economic indicators played a vital role now if compared to
earlier study as it shows the extent to which consumers are going to spend in the economy. Hence
the marketer can judge or estimate the demand levels and produce accordingly. Moreover the
attitude level of consumer keeps on changing and it is dependent on several factors. However
Meyer and Sathi (1985) state that consumer considers many aspects while planning or making an
actual purchase of the product. It says that consumers are well-informed, has detailed knowledge
and knows all the available alternatives and they look for the best utility and want to get true value
for every cent they spend.

Marketing researchers depend on a lot on “attitudinal surveys” to measure the reactions of

consumers towards brands (Argyriou and Melewar, 2011). Maclnnis and Jaworski (1989) in their
journal also “provided a framework and research propositions, they also wrote that since 1950s
researchers have build up these theories to not only understand but also to predict consumer’s
attitude and their responses to the advertisements”.

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3.6. Fishbein Multiattribute Attitude Model:
According to J. Richard (1978), almost all attitude researchers have the common consensus that
the basic predisposition from where attitudes are learned from is predisposition responds to having
a favorable or unfavorable manner towards a psychological object. However learning can take
place in at least two different ways to alter attitudes of an individual:

• Through symbolic information’s (e.g. pictures, visuals and words)

• By having a direct experience with the object

The multi attribute model while evaluating a consumers responses takes both these factors into
account. The multi attribute model measures the consumer belief towards a certain product or their
expectations. It also measures their evaluation of the attributes or the value those attributes provide
to them by giving them weights. Hence, multi attribute model is a vital tool to know consumer
attitude towards a product as it gives a holistic view (Meyer and Sathi, 1985).

The multi attribute model or the Fishbein models are basically an adaptation of a central statement
coined in Dulany’s theory of predisposition control. The Fishbein model adapted Dulany’s
laboratory work and extended it to social psychology. However to avoid conceptual ambiguity and
contradictions that come into play when the initial multi attribute model was made, Fishbein came
up with an extended model, to remove all such problems. The theory of propositional control forms
a web of propositions regarding the effect of reinforcement parameters on verbal responses, these
parameters may include Knowledge, beliefs, and awareness etc form two hypothesis, which again
are tested while using the Fishbein model. (J. Ryan and E.Bonfield, 1975).

The base assumption of the multi attribute attitude model is that a number of attributes related to
the product being studied can be used to explain an individual’s overall evaluative attitude while
purchasing or forming a general attitude towards the brand or the product. These attributes are
thought to be as variables or dimensions which are related to the category of stimuli being studied
and compared. Also the individual is assumed to have an association with a particular level, or
amount of each attribute with each individual stimulus. This belief “(perceived instrumentality or
observation)” concludes an individual’s evaluation of attitudes (E. Beck Neil and Lehman Donald,
1975).

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A module in product testing methodologies suggest that either implicitly or explicitly the choice
of a consumer can be predicted typically once we start to study these modules, also these modules
are used to predict the market share that needs to be captured in a competing market ,if a new
product needs to be introduced. We can use the current choice modeling method categorized in 4
dimensions:

1) Trend and characteristics of observed dependent variable

2) Trend and characteristics of the predicted dependent variable
3) Trend and characteristics of the independent variable
4) Level of aggregation prior to parameter estimation

The model and the method of measurement described above can be used to measure attitude on an
individual level by using the multi attribute model. For an on hand set of competing alternative the
model will be used to predict the share of choice any alternative in the competing set can be
expected to receive. Once this will be derived the multi attribute model can be used to predict the
expected share of choices for each of the individuals under study’s new alternatives as they are
added to the set. (Richard R. Batsell and Leonard M. Lodish, 1981)

Consumer assesses brands on the basis of the primary attribute values. Their assessment schemata
(the combination of the all the attributes and its importance) is different for every consumers. We
assume a type of multi attribute model (a linear compensatory model) that also has heterogeneous
importance weights on the attributes in a consumer’s assessment and evaluation. For example a
consumer may evaluate a car on the basis that it has sportiness or it has comfort depends on a
consumers attribute search. The relative importance is different for each individual. (Lee G.
Cooper and Akihiro, 1996)

The procedure of a multi attribute choice includes a set of alternative which are generally a likert
scale or is a range of numbers. These are then evaluated by the decision maker that is the consumer
with respect to a set of attributes which are also in likert scale or a range format. To set a base for
evaluating a consumers rating of attributes a preliminary study needs to be done with the optimal
users of the product (these consumers have complete knowledge regarding the product in question)
and have theme rate the product prior to conducting the research. Another way to do this procedure

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is to take two groups of population in different times so that the results between the two could be
evaluated overtime and compare results. (Muhittin Oral and Ossama Ketani, 1989)

The Fishbein model is based on the performance theory ideology of mediated (secondary or
conditioned) generalization has hypothesized that an attitude towards an object (act) is a purpose
of the strengths and beliefs about the object (act) and the evaluative aspects of those beliefs. (Mazis
et.al, 1975)

3.6.1. Alterations in Fishbein model:

The formulations for static multi-attribute models (i.e., when assignments are time independent)
can be reformulated either as standard assignment problems or as bottle neck assignment problems
by suitably redefining the cost coefficients with the result that integer optimum solutions can be
guaranteed. Their problem formulations take into account the multiple attributes (e.g., technical
skill, supervisory ability, motivation level, etc.) that organizations may consider in assigning men
to jobs, and dynamic or time-dependent aspects of personnel decisions such as learning on the job,
the possibility of changing job assignments over time, etc. (Srinivasan.V and Thompson G. L,
1973)

The use of importance measures as a substitute for the evaluative measure has found that the
inclusion of all attributes in the model for each individual in the sample does not necessarily lead
to the best predictions. Different subjects seem to use different subsets of the attributes or
consequences, and taking this into account leads to better predictive accuracy for preferences.
(Masao Nakanishi and James R, 1974)

We assume several attributes can be used to explain each individual’s overall evaluative attitude
towards competing products, television shows, or other stimuli. The individual is assumed to
associate some particular level, or amount, of each attribute with each stimulus. Individuals
generally indicate that some attributes are more important than others. The relative weight of each
attribute summarizes this difference for the individual. These weights are sometimes called
“importances, relevance’s, values, value importances, or saliencies”. (Neil E. Beckwith and
Donald R, 1973). Value Importance means that how decisions of consumers are affected by ideas
(Hansen, 1969). The overall attitude is indicated by the individual's relative preference, a rank

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order among similar stimulus. For each individual we assume the attitude model. (Neil E. Beckwith
and Donald R, 1973)

Marketers usually are more involved towards learning about statistics that indicate a certain
group’s tendencies or their preferences rather than in sets of unique individual statistics. When
diagnostic information about an attribute’s relative influence on a population’s choice are needed,
it is observed that practitioners use the most common of techniques used in market research that
is regression analysis based on the multi attribute findings. One can therefore conclude that
regression analysis regardless of its limitation is possibly the best or the only available technique
for statistical scaling of attributes. (Dennis H. Gensch and Wilfred W. Recker, 1979)

The two main models of a multi attribute theory are those in which the value function is
multiplicative or is addictive. In the addictive utility model, choices are believed to satisfy a state
of addictive utility independence and in the multiplicative utility model choices are believed to
satisfy a condition of mutual utility independence. (Charles M. Harvey, 1993)

3.6.2. Advantages of the Multi Attribute Model:

One of the major benefits is hierarchy. There are many benefits that are obtained from using a
hierarchy in the multi attribute model, since experimental work in the field of cognitive psychology
has shown that people are likely to be very poor at assimilating large amounts of information about
a problem. (S. A. Brownlow and S. R, 1987)

The model initially can be very complicated to understand, but once the structure and the aims of
a tailored made multi attribute model is understood, the model can then facilitate data for various
kinds of research. (Matthew Jones, Chris Hope and Richard, 1990)

For e.g. the use of a static multi attribute model can be used for apprentice training programs,
where the graduates need to be placed together, it can be used for differential individualized
selection and placement problems can also be used for assignment of military personnel for one
position to another (Ömer Saatçioǧlu ,1987)

3.6.3. Disadvantages of the Multi Attribute Model:

A key concern with the multi attribute models which uses directly measured beliefs is that whether
the belief being gathered represent unbiased feelings of individuals or are mainly just another

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measure of their overall attitude generally or are the respondents just trying to remain constant
with their responses about a particular alternative. In 1920 Thorndike noticed that the individuals
tend to rate other person on some attributes by his perception of the person on some other attribute
this is known as the halo effect. (Charles M. Harvey, 1975)

3.7. Beauty & Antidandruff Shampoos:

Hair care which was previously considered something to be concerned about on occasions only
has now turned into an essential aspect of Indian consumers’ personal care. Being an essential
commodity for hair care, shampoo removes excess oil, dirt particles, impurities and dandruff flakes
from the hair (Rashmi, Nov 2013). The hair care and cosmetic products’ manufacturers have made
known various varieties of shampoos in the market. Out of which, two commonly used categories
are beauty and antidandruff shampoo (Hazen H.H., 1938). Antidandruff shampoo refers to a
shampoo that averts or cures dandruff (Collinsdictionary.com, March 2014).

Shampoos play a vital role in healing and curing of dandruff. Dandruff is actually the flaking of
deceased skin cells from a human scalp and antidandruff shampoos make use of a mixture of
chemicals to lessen the dandruff problem. The most useful ingredients include “coal tar”,
“antiseptics” “zinc pyridium thiol” and “selenium sulphide”. Consumers affected by dandruff need
to ensure that they use these chemical-imbued shampoos with consistency for effectiveness
(Munro D.D, 1974).

3.7.1. Attributes of shampoos according to experts and consumers:

Generally for all the shampoo types, the assessment criteria include these important factors as
determined by hair care experts: “detergency evaluation”, “foam volume and stability”, “viscosity
profile” and “conditioning effects”. The “detergency evaluation” measures the cleaning power of
the shampoo that is to what extent it removes the excess sebum from the hair. “Foam volume” is
not directly associated with the cleansing function of shampoos but it is deemed significant by
consumers when buying shampoos. “Viscosity profile” includes product characteristics such as
service life of the shampoo brand, smell, applicability to hair and whether it is easily poured from
its packaging. The features related to “conditioning effects” incorporates the look, feel and how
easy it is to comb after the shampoo (Mainkar and Jolly, 1999, p.386).

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According to Konuk and Altuna (2011), the qualities that consumers look for when buying beauty
shampoos are product advantages: reduces hair fall, volumizes the hair and pleasing scent,
convenience factor: can be rinsed easily and produces suds, and ingredients used in the shampoo:
vitamins, nutrients and natural contents. For antidandruff shampoos, the characteristics are
concerned to dandruff removal and safe to use.

3.7.2. Female Consumers’ Attitude towards Shampoo:

According to Sharma and Mehta (2012), the amount of shampoo usage is relatively greater among
women than in men. This is because men consider shampoo for cleaning their hair only while
women use it for other reasons too such as for shine, radiant color or softness. As males aren’t that
much apprehended about the hair care, they carry on using the shampoo brand they are acquainted
with. However, as women are highly influenced by advertisements and by new brand extensions
emerging in the market, they change the shampoo brands and their types more frequently stated
Warner (2006) in the same study. Women are more concerned about “self-care” too. According to
Green and Moore (1980) more focus should be on “self-care” or treatment rather than seeking
professional help. It proves that people are becoming more concerned about their health and they
try to mitigate their risk of going to professionals for seeking advisement for their health related
issues.

Sharma and Mehta (2012) stated that there are various factors which affect consumer attitude and
behavior towards the shampoo. Advertisement plays a pivotal role in shaping a consumer attitude
towards any shampoo brand as it actually plays with the minds of consumers and they tend to
associate their problem with the one shown to them.

3.8. Effect of deceptive advertising on consumers:

Deceptive advertisements can have an economic affect on the society on the whole. This is because
of the price consumers have to pay for wrong products which they buy under the false impression
of the deceptive ads when there are better substitutes available in the market (Gaines Teresa, 1981).
For instance, a consumer may purchase Fauji cornflakes instead of Kellogg’s by getting impressed
by its ad that it will give him sort of athletic power. However, he could have bought Fauji which
is healthier in terms of nutrition at a much lower price (Carson Thomas, et.al., 1985). Such
advertisements are responsible for diminishing the interests of the consumers by harming them
(Attas Daniel, 1999).

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According to an experimental study, the hypothesis substantiated the fact that deception in
advertisements generates a cynical approach of consumers towards all the ads. Deception in
advertisements can create a negative impact on consumers as they become suspicious of the
promises made to them and may switch to competitor’s brand (Darke and Ritchie, 2007).
Moreover, consumers can completely shut themselves off from any disclosure to advertising,
which may result in a loss for advertisers and manufacturers (Attas Daniel, 1999).

It is because of these misleading and false statements that consumers may generally start
mistrusting future advertisements too (Darke and Ritchie, 2007). Furthermore, another author Bok
Sissela (1979) stated in the same journal that deceiving general public in this way can lessen their
confidence and assurance, so even if it doesn’t harms them personally it can weaken the
administration of our society.

3.8.1. Female Consumers’ Attitude towards Advertising:

In view of advertising, research has affirmed that both male and female consumers have varied
opinions of advertising content. Women tend to be attracted towards advertisements that have a
greater emotional appeal, whereas sentiments hardly influences men attitude towards a product
(Barone, et.al, 2004).

According to Rajagopal and Gales (2000), women are affected more by advertisement and media
images if compared to their opposite gender. Women have certain stereotypes and generalization
associated with them such as they are shown only as symbol of sex. Moreover, the ads only show
those parts of women to attract and tempt the consumers which are primarily same gender too.
Hence the claims made are often over exaggerated and unrealistic which often goes unnoticed.

Advertisements are often more meticulous for women as they usually indulge in even trivial details
than men. Women are usually very cautious about their hair, and mostly use the shampoo that suits
their hair type only. For instance, in advertisements for personal care products, women have a
propensity to look for intricate information in various categories and subcategories like shampoo
for wavy hair, for rough hair, for dull hair, for dyed hair and so on. However, men usually give
emphasis to the product on the whole only and do not look into specifics of everything (Ifezue
Alexander, 2010).

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Both the gender thinks differently regarding the product that is marketed especially in the case of
underdeveloped countries. Men do not ponder over the information related to ingredients or
nutrition of a product whereas women do give importance to it. Women give excessive importance
to their appearances and fancy ads that depicts about beautification (Ifezue Alexander, 2010). And
that is why advertising depicts female population aesthetic as trophies by comparing them on a
scale of beauty standards (Goldstein, 1993).

Another study by Dillavou (2009) focuses on the attitude and level of “product involvement” by
female users of beauty products and how they respond to “traditional and non-traditional models”
in ads. Conclusively, it is the marketer’s responsibility to get aware to the actual needs of female
consumers and meet them accordingly (Oumlil and Erdem, 1997).

3.9. Regulating deception in Advertising:

Hunt (1977) talks about “Federal Trade Commission’s decision making steps, the first step is to
find out whether the ad actually has deception or not. The next step is to decide whether the further
exploitation by the ad should be stopped or not. After the action has been taken analysis of whether
the corrective measure is appropriate or not, this is step three. The step four deals if there’s a need
for issuance of cease order. And finally the last step is to take an industry-wise action.”

There are certain factors of advertising proposed which should be considered by regulators in
deciding on the deceptiveness of the advertisements. The “relevancy” of the advertisements can
be evaluated by looking at the claims in the ad in concern to the criteria set by consumers for the
product. For this, the examiners would have to study consumers’ behavior to determine the criteria
in each of the product category. Other aspect that the regulators would have to look into is
“completeness”. This would be most disapproved by the advertisers because it compels them to
speak about all the flaws or negative aspects of the product. According to Gaines Teresa (1981),this
should be done only for health related products because it would cause uproar by consumers if
implemented on all. Thirdly, the ads should be examined for “levels of truthfulness” in order to
validate if the claims made are accurate or not. These factors are imperative in order to gauge the
damage deceptive advertisements cause to consumers (Gaines Teresa, 1981).

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Zhihong Gao (2008) also stresses about “controlling deceptive advertising” in the context of
China. The author says that the researches on advertising regulations are gaining more and more
popularity in developing countries. The major reason is the rapid growth in advertising industry of
the developed countries. According to Duncan and Ramaprasad, 1995, “in the developed
economies, advertising regulation is an important environmental factor”. Miller (1977), talks about
“the awareness of marketers about the increasing role government has started to play in the
provision of information to the consumers for a broad range of industries, products and all the
marketing practices”. Miller also talks about “the different areas where information disclosures
have been made mandatory by the government”. Moreover, he also gives some recommendations
for the avoidance of potential deception in the advertisements.

Zanot (1980) presented his work in which he wrote that “In 1971 the advertising industry set-up a
self-regulated mechanism so that maintaining high standards of truth and accuracy becomes easy.
The National Advertising Review Board (NARB) is the umbrella-like term applied to the entire
self-regulatory mechanism.

Cohen (1974) in his work “concept of unfairness” talks about the protection of consumers from
the advertising abuses. He writes that “an advertisement which is capable of producing two
meanings one of which is false, is said to be a misleading advertisement and that is not it; an
advertisement can also be misleading not only because of what it says but also because of what it
was suppose to say but failed to say so. That is it did not inform about the limitations of the
effectiveness of the product. The journal also talks about the objective and subjective claims; it
states “Objective claims speak about the depiction for which some external measurement device
is accessible as an evaluating mechanism”. While on the other hand, subjective claims may be
considered those that are supported on consumers' perceptions of the illustrations and are tricky to
evaluate objectively.

Semenik (1980) and Dyer and Kuehl (1978) also did an experimental study on the corrective
advertising, in which he suggested a way out from deceptive advertising. Haefner (1974) states
that in regulation of advertising; it is considered necessary to blend both the legal and the
behavioral perspectives. The journal quotes M Gardner (1975), "Consumer protection lawyers are
just starting to become attentive about the need for getting hold of a more careful understanding

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of the behavior of the consumers which they attempt to defend. No recognized framework exists
for putting in action this interdisciplinary process and much work, therefore, must be done first in
bring into the light the lawyer with the potentialities and competencies and, second, in developing
the right methodologies and research plans to help the public policy administrator to come to deal
most effectively with problems which at this point he may not even recognize he has".

Smith (1990) in his journal quoted Stigler (1961) who initiated the topic of “information” in
economics. He analyzed the purchase behavior of two different types of consumers, one who is
rightly informed and the other who is not rightly informed. He discussed that a consumer before
gathering information, being economically smart, will do a cost benefit analysis and will only try
to gain information. But he/she will do it only till the point when the cost of gaining the information
is less than the benefits that are being achieved.

Barksdale and Darden (1972) talk about that how consumers have become more informed about
their rights and interests in past couple of decades. It states that there is a growing movement
known as consumerism which is the consumer empowerment or freedom of choices he/she has
got. Consumers want to know every minute details about the services and products they are being
offered. They concluded that it was difficult to exactly measure consumer attitude towards
marketing effect of business but they showed discontent. They went on to say that marketers are
interested only in means and not in ends. In other words they try anything to achieve sales and
generate revenue while compromise on consumer values and satisfaction level. It was evident that
they wanted more stringent government regulations especially in marketing practices to promote
and safeguard consumer rights and interests. If all the consumers within a society desire to promote
truthfulness and diminish deception from their buying decisions, they need to take up a stand for
“regulating deception” (Sherwin and Alexander, 2003).

3.9.1. Problems in regulating deception in advertising:

As stated by Glassman & Pieper (1980), the Federal Trade Commission shouldn’t be bothered
about the content of the ad but more with the issue that how consumers infer it. According to
Gardner (1976), the trouble that regulatory bodies and government authorities face is to conclude
upon the perfect way of discovering deception and also to settle on the fact that up to what intensity
and kind of deception can be accepted.

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Richards and Preston (1992) worked on the materiality of the deceptiveness in the advertisements.
They said that “some deceptive claims in the advertisements have more effect on consumers than
other claims which have no impact on the consumers”. They also stated a list of elements which
help in determining the deceptiveness of the ad, out of which they primarily focused on the
materiality of the deceptive claim. Moreover, Barone and Miniard (1999) talked about how and
when “factual ad claims mislead the consumers”.

According to Carson Thomas, et.al, (1985) a difficulty that may arise in controlling advertising
content is classifying that which advertisements are deceptive and non-deceptive. This is because
it is complex to determine how many people should ideally be there to call an ad deceptive
(Glassman & Pieper, 1980). A certain criteria for the quantity of people have not yet been decided
by Federal Trade Commission.

Moreover as mentioned in another research study, few of the advertisers acknowledge the fact that
advertisements should be made in compliance to the ethics. Yet there are many who are aware but
still remain indifferent to advertising regulation (as cited in Drumwright & Murphy, 2004). They
do not speak up against it because often organizations ask them to produce overstated
advertisements and they think that such moral concerns are not their duty. The producers and
marketers gain immense advantage by not divulging the accurate facts of the product in
advertisements. However, in the long run this can prove to be detrimental for them as consumers
will start having skeptical thoughts for such deceiving ads (Darke and Ritchie, 2007).

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33 | P a g e
4. Theoretical Framework
4.1 Diagrammatic Representation:

Figure 4.1

4.1.1. Reference of theoretical framework:

A well-known model for measurement of attitude, Fishbein Multiattribute Attitude model is
adopted from three research journals:
 Gardner David (1975), Deception in Advertising: A Conceptual Approach
 Bettman et.al, (1975), Multiattribute Measurement Models and Multiattribute Attitude
Theory: A Test of Construct Validity
 Rotfeld and Rotzoll, (1980), Is Advertising Puffery Believed?
These journals are our foundation and helped us in designing a complete framework as to what
extent deceptive ads really influence a consumer’s judgment about a product.

4.2. Explanation of the Framework:

Independent Variable:
a. Deceptive Ads and their categories
b. Shampoo types: beauty & anti-dandruff and their attributes

Dependent Variable:

a. Consumer Attitude towards shampoo attributes

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The theoretical framework basically describes how the different independent variables affect the
dependent variables. In the model given above; two significant kinds of deceptive ads along with
beauty and anti-dandruff shampoos with their attributes is kept as independent variables. Whereas
consumer attitude; negative or positive towards attributes of shampoo in general and after viewing
each type of deceptive ad is considered as dependent variable.

In this manner, we have been able to verify the impact of each kind of deception on consumer’s
viewpoint of shampoo characteristics in both the categories. The deception categories that are the
focus of our study are as follows:

(i) Claim-fact Discrepancy

(ii) Puffery

Claim-fact discrepancy and puffery are deception types commonly found in shampoo ads and
affect consumer attitudes, that is why they are the area under discussion in our study. As the TVCs
were of international shampoo brands, majority of the respondents didn’t had any initial perception
regarding the brand in their minds and whatever opinions were formed were dependent on viewing
the deceptive advertisement. This diminished biasness factor as well. To begin with, the
respondents were asked to give weight-age to each attribute of beauty and anti dandruff prior to
and subsequent to viewing the TVC. These attributes and their ratings were determined through
our interviews with dermatologists. Through experts’ opinion, the research assisted us to identify
the significant attributes that should be a “must have” for two widely used categories of shampoos:
beauty and anti-dandruff.

4.3. Definitions of Variables of the framework:

 Deceptive Advertising: “If an advertisement (or advertising campaign) leaves the consumer
with an impression(s) or belief(s) different from what would normally be expected if the
consumer had reasonable knowledge, and that impression(s) and/or belief(s) is factually untrue
or potentially misleading, then deception is said to exist.”
(Gardner, 1975, pg.42)

 Consumer Attitude: “A predisposition or a tendency to respond positively or negatively

towards a certain idea, object, person, or situation. Attitude influences an individual's choice

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 of action, and responses to challenges, incentives, and rewards (together called stimuli)”
(Businessdictionary.com, Retrieved: February 2014).

2. Consumer attitudes are a composite of a consumer’s (1) beliefs about, or (2) feelings about,
(3) or behavioral intentions toward some object within the context of marketing, usually a
brand or retail store. (consumerpsychologist.com, University of Southern California).

Categories of Deception in Advertising:

1) Claim fact discrepancy: Advertisements that only provide little description about the
product and leave the rest up to consumers that he will put in information according to
his/her judgment fall in this category. The problem here is that whether the consumer has
adequate, correct information to understand the ad properly and without any deceptive
thoughts.
For instance, if an ad of beauty shampoo claims that hair care specialists recommend the
shampoo stating that it “makes hair 10 times stronger” the viewer’s mind immediately
associates specialists with credibility and authority and acknowledges the message. The
consumers aren’t aware of the proper criteria i.e. which hair care specialists suggested it,
how many were surveyed, what conditions were when they said it and what questions were
asked, hence they wouldn’t be able to evaluate the claim accurately(Gardner, 1976, pg.8).

2) Puffery: Puffery means depicting “exaggerated statements about the features or benefits
of a product, claiming it to be the “Best” or “No#1” amongst the product category. Puffery
statements are those harmless exaggerations which are not claims but rather expressions of
opinion and so are also called “puffed up” (Rotfeld and Rotzoll, 1980).Hence it refers to
using overstated and inflated words in the advertisement to market the product. For
instance, “Pantene Pro-V Conditioners” claims that its usage makes one’s hair “3x
smoother, softer and silkier” than before. This isn’t possible because no woman can get all
the silkiness and smoothness in her hair even if she consumes “one bottle at a time”.

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 Beauty and Antidandruff Shampoos: The two shampoo categories that we are focusing on,
beauty and anti-dandruff have been taken from the reference of Aurora magazine (Andrew
Marylou, Aspirations of Beauty, Sept-Oct 2011) which issued rankings of three types of
shampoo categories: beauty, herbal and anti-dandruff in its article. Since herbal shampoos
aren’t much advertised so we have taken the other two categories.

4.4. Hypothesis statements:

For our research we will be testing the following hypothesis statements:

1. Ho: Beauty shampoo category is not affected by Claim fact discrepancy.

H (a): Beauty shampoo category is affected by Claim fact discrepancy.

2. Ho: Anti Dandruff shampoo category is not affected by Claim fact discrepancy.
H (a): Anti Dandruff shampoo category is affected by Claim fact discrepancy.

3. Ho: Beauty shampoo category is not affected by Puffery.

H (a): Beauty shampoo category is affected by Puffery.

4. Ho: Anti Dandruff shampoo category is not affected by Puffery.

H (a): Anti Dandruff shampoo category is affected by Puffery.

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5. Analysis:
5.1. Preliminary findings of study:
According to Fishbein Multiattribute Model’s relevance in our base journal, a brief interview with
optimal users that are dermatologists was essential to propose a recommendable set of attributes
that are free of any medical jargons and which a common man can understand and relate to. This
was followed by the ratings of these attributes done by the dermatologists according to their own
expertise and experience in the field of hair care.

Four dermatologists of well-known hospitals were consulted to determine the set of attributes for
each shampoo category. The attributes were studied with perusal and were shortlisted to nine major
ones; similarly the ratings marked by all the dermatologists were taken an average of. The
dermatologists were:

 Dr. S. Gauhar Alam, Skin Specialist & Head of Department at Sind Govt. Hospital,
Ziauddin Medical University & Hospital.
 Dr. Khurram Mushir, Consultant Dermatologist & Cosmetologist, Medicare Hospital.
 Dr. Nadeem Zehra, Consultant Dermatologist, Civil Hospital and Nadeem Medical Centre.
 Prof. Zarnaz Wahid, DERM (London), Ziauddin Medical University & Hospital.

Subsequently, these attributes were rated by 384 female respondents via online questionnaires.
The ratings assigned by dermatologists for beauty and antidandruff shampoo are as follows:

Beauty Shampoos Ratings Antidandruff Shampoos Ratings

Cleanses and freshens hair 4 Soothes dry and flaky skin 4
Reduces hair fall 3 Removes and prevents 5
dandruff of all types

Smoothes and softens hair 5 Nourishment of scalp i.e. 4

adds the required nutrients
to hair
Leaves hair manageable 5 Relieves itching of scalp 3
Boosts hair shine 5 Eliminates fungal infections 3
caused by dandruff

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 Contains nutrients, protein and 4 Cleanses and freshens hair 4
vitamins

Volumizes and strengthens the 4 Produces lather/foam 3

hair
Fragrance 3 Long shelf life 3
Produces lather/foam 2 Fragrance 4
Figure 5.1

5.2. Hypothesis Testing:

The research uses paired T-test of two-samples assuming equal and unequal variances (depending
on F-Test results) in order to find whether the two types of deceptive advertisements that is Puffery
or Claim fact discrepancy affects the weight-age that a general consumer gives to the particular
attribute of the shampoo. The research uses those attributes that comes across a general consumer’s
mind before making perception about a product category or a specific brand; the attributes pertain
according to the two categories of shampoo i.e. beauty and antidandruff.

39 | P a g e
5.2.1. Beauty Shampoo Claim Fact Discrepancy (NEXUS):

Significance
Hypothesis Value Ho

The attribute ‘boosts hair shine’ is not affected by claim fact .000 Rejected
discrepancy
The attribute ‘cleanses and freshens hair’ is not affected by claim
fact discrepancy .002 Rejected
The attribute ‘contains nutrients, proteins and vitamins’ is not
affected by claim fact discrepancy .000 Rejected
May not
The attribute ‘fragrance’ is not affected by claim fact discrepancy .074 be rejected
The attribute ‘produces lather/foam’ is not affected by claim fact May not
discrepancy .056 be rejected
The attribute ‘leaves hair manageable’ is not affected by claim fact
discrepancy .000 Rejected

The attribute ‘reduces hair fall’ is not affected by claim fact .002 Rejected
discrepancy

The attribute ‘smoothes and softens hair’ is not affected by claim .003 Rejected
fact discrepancy

The attribute ‘volumizes and strengthens the hair’ is not affected .003 Rejected
by claim fact discrepancy
Figure 5.2

Calculations of the Hypothesis:

Following are the calculations for each of the hypothesis written in the above stated chart:

Boosts hair shine:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 - 1.3229

1.38027 .14087 1.04325 1.60259 9.391 95 .000
1 VAR00002 2
Figure 5.2.1

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 Since the significance value is less than 5% then we fail to accept Ho, which means this attribute
is affected by claim fact discrepancy. The reason is the over exaggeration shown in the ad which
would have created an emotionally induced consumers to think in that direction that the shampoo
will really boost hair shine.

Cleanses and freshens hair:

Paired Differences t df Sig.(2taile

Mean Std. Std. Error 95% Confidence Interval d)

Deviation Mean of the Difference

Lower Upper

VAR00001 -
Pair 1 .45833 1.41359 .14427 .17191 .74475 3.177 95 .002
VAR00002
Figure 5.2.2

Since the significance value is less than 5% so Ho may be rejected, which means this attribute
‘cleanses and freshens hair’ is affected by claim fact discrepancy and the respondent did get
deceived by the ad, having this perception that if the celebrity in the ad can have it, they can too.
Figure 5.2.3

Contains nutrients, proteins and vitamins:

Paired Differences t df Sig. (2-tailed)

Mean Std. Std. Error 95% Confidence Interval

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.80208 1.35040 .13782 .52847 1.07570 5.820 95 .000
1 VAR00002
Since the significance value is less than 5% then we fail to accept Ho, which means this attribute
is affected by claim fact discrepancy. The reason for this may be the claim of exclusive formulae
made in the ad which compels consumers about this attribute of a shampoo and they believe it to
be an important and integral attribute of the product.

Fragrance:
Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

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 VAR00001 -
Pair 1 .27083 1.46883 .14991 -.02678 .56845 1.807 95 .074
VAR00002
Figure 5.2.4

Since the significance value is greater than 5% so we fail to reject Ho, which means that the ad did not
have any effect on the consumer perception with respect to the attribute of fragrance. Which makes sense
as the attribute of fragrance is not emphasized on in the advertisement.

Produces Lather/foam:
Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

VAR00001 -
Pair 1 .29167 1.47909 .15096 -.00803 .59136 1.932 95 .056
VAR00002
Figure 5.2.5

Since the significance value is greater than 5% so we fail to reject Ho, which means this attribute is not
affected by claim fact discrepancy. Simply because the ad does not make any claims on this attribute of
shampoo, so the respondents did not get deceived by it.

Leaves hair manageable:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

VAR00001 -
Pair 1 .64583 1.37634 .14047 .36696 .92470 4.598 95 .000
VAR00002
Figure 5.2.6

Since the significance value is less than 5% then we fail to accept Ho, which means this attribute is
affected by claim fact discrepancy. The reason is that the long and shiny hair is a result of the effect of
this shampoo, hence consumers thought that it can also leave their all manageable and in style.

Reduces hair fall:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

42 | P a g e
 Lower Upper

VAR00001 -
Pair 1 .45833 1.41359 .14427 .17191 .74475 3.177 95 .002
VAR00002
Figure 5.2.7

Since the significance value is less than 5% then we fail to accept Ho, which means this attribute is
affected by claim fact discrepancy. The reason may be that in the ad, the model is showing her long hair
which implicitly indicates that her long shiny hair are because of the shampoo that she is using. Hence,
leaving the respondents with the impression that the shampoo has attributes which not only help her to
maintain a vibrant look but will also help in controlling the hair fall.

Smoothes and softens hair:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

VAR00001 -
Pair 1 .40625 1.30245 .13293 .14235 .67015 3.056 95 .003
VAR00002
Figure 5.2.8

Since the significance value is less than 5% then we fail to accept Ho, which means this attribute is
affected by claim fact discrepancy. The reason for it can be the fact that model in the ad is shown in such
a way that she is feeling so comfortable about her hair; this gives an indication that the shampoo has the
attribute which helps in creating a smoothing effect.

Volumizes and strengthen the hair:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

VAR00001 -
Pair 1 .38542 1.25127 .12771 .13189 .63895 3.018 95 .003
VAR00002
Figure 5.2.9

Since the significance value is less than 5% then we fail to accept Ho, which means that the
respondents do believe that the shampoo provides the attributes that help in increasing the volume

43 | P a g e
of your hair, moreover the model in the ad has hair which has a good volume so this also gives an
added advantage to the claim.

5.2.2. Beauty Shampoo Puffery (TRESEMME):

Hypothesis Significance Ho
Value

The attribute ‘boosts hair shine’ is not affected by puffery .002 Rejected
May not be
The attribute ‘cleanses and freshens hair’ is not affected by puffery .079 rejected
May not be
The attribute ‘contains nutrients, proteins and vitamins’ is not .113 rejected
affected by puffery
May not be
The attribute ‘fragrance’ is not affected by puffery .927 rejected
May not be
The attribute ‘produces lather/foam’ is not affected by puffery .087 rejected
May not be
The attribute ‘leaves hair manageable’ is not affected by puffery .229 rejected
May not be
The attribute ‘reduces hair fall’ is not affected by puffery .436 rejected
May not be
The attribute ‘smoothes and softens hair’ is not affected by puffery .631 rejected
May not be
The attribute ‘volumizes and strengthens the hair’ is not affected by .073 rejected
puffery
Figure 5.3

Calculations of the Hypothesis:

Following are the calculations for each of the hypothesis written in the above stated chart:

Boosts hair shine:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.63918 1.92671 .19563 .25086 1.02749 3.267 96 .002
1 VAR00002

44 | P a g e
Figure 5.3.1

The significance value is less than 5% then we fail to accept Ho. Tresemme does boost hair shine as
the advertisements represent the good results of lightening and camera which depict “ultra shiny hair”
and thus manages to deceive people.

Cleanses and Freshens hair:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.27835 1.54611 .15698 -.03326 .58996 1.773 96 .079
1 VAR00002
Figure 5.3.2

The significance value is greater than 5% so we fail to reject Ho. This is because the ad emphasizes on
healthy looking, strong hair but it doesn’t makes any claims about how the shampoo cleans and freshens
it up i.e. about any ingredients or special formula that cleans it. Though this attribute is generally
assumed by a common consumer as implied, but the ad doesn’t states anything about it.

Contains nutrients, protein and vitamins:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.27835 1.71235 .17386 -.06676 .62346 1.601 96 .113
1 VAR00002
Figure 5.3.3

Since the significance value is less than 5% then we fail to accept Ho. Tresemme might contain any
nutrients, proteins or vitamins. This is because the ad lays emphasis on “repairing up to 2 years of hair
damage” and if it has affirmed such a big claim, it must have any nutritious ingredients or any such
vitamins that are fit for hair rejuvenation.

Fragrance:
Paired Differences t df Sig. (2-
Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

45 | P a g e
 Lower Upper

Pair VAR00001 - .0208

2.21943 .22652 -.42887 .47053 .092 95 .927
1 VAR00002 3
Figure 5.3.4

The significance value is greater than 5% so we fail to reject Ho. Fragrance is an attribute which
is not given importance in the ad at all. This is also because none of the consumer has used this
shampoo before; hence Tresemme can’t provide pleasant scent.

Leaves hair manageable:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.18557 1.50921 .15324 -.11861 .48974 1.211 96 .229
1 VAR00002
Figure 5.3.5

Since the significance value is less than 5% then we fail to accept Ho. It can leave hair manageable
as the ad clearly portrays that whether one straightens her hair or curls it after using Tresemme,
the hair stands up to styling. Therefore, if any hairstyle can last after its application, it can surely
leave hair manageable.

Produces lather/foam:
Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.33333 1.88995 .19289 -.04961 .71627 1.728 95 .087
1 VAR00002
Figure 5.3.6

The significance value is greater than 5% so we fail to reject Ho. No claim about how much lather/foam
Tresemme produces during application to the hair is made. Neither any illustration of this is shown in
the advertisement. Though it is a general fact that normally all shampoos do produce lather when rubbed
onto hair but how and in what quantity is the lather made during usage of Tresemme is unknown.

Reduces hair fall:

46 | P a g e
 Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.11340 1.42797 .14499 -.17440 .40120 .782 96 .436
1 VAR00002
Figure 5.3.7

Since the significance value is less than 5% then we fail to accept Ho. It can reduce hair fall because the
ad stresses on the point that Tresemme will “repair up to 2 years of hair damage and will act as a
protective barrier”, hence this will eventually restore the damage done to hair and will lessen hair fall
too.

Smoothes and softens hair:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.07292 1.48143 .15120 -.22725 .37308 .482 95 .631
1 VAR00002
Figure 5.3.8

The significance value is greater than 5% so we fail to reject Ho. By using Tresemme, one’s hair cannot
become smooth and soft. This is because the ad depicts models with healthy looking, smooth and soft
hair that can be easily styled into any hairstyle they wish to but it didn’t explicitly made any such claims
regarding it. It might smoothen and soften it but that’s not a proven fact.

Volumizes and strengthens the hair:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.25773 1.40148 .14230 -.02473 .54019 1.811 96 .073
1 VAR00002
Figure 5.3.9

Significance value is greater than 5% so we fail to reject Ho. This brand variant of Tresemme
shampoo will not volumize and strengthen even though the ad claims “Strengthening Shampoo”

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according to shampoo’s packaging in the advertisement ,the ad focuses on the core proposition of
“Platinum Strength” which is the most highlighted attribute throughout the ad but is never
explained properly.

5.2.3. Anti-Dandruff Shampoo Claim Fact Discrepancy (VENUS):

Hypothesis Significance Ho
Value

The attribute ‘cleanses and freshens hair’ is not affected by claim May not be
fact discrepancy .464 rejected

The attribute ‘eliminates fungal infections caused by dandruff’ is not .000

affected by claim fact discrepancy Rejected
May not be
The attribute ‘fragrance’ is not affected by claim fact discrepancy .411 rejected

The attribute ‘Itching of scalp’ is not affected by claim fact .013 Rejected
discrepancy
May not be
The attribute ‘producing leather/foam’ is not affected by claim fact rejected
discrepancy .847
May not be
The attribute ‘long shelf life’ is not affected by claim fact .836 rejected
discrepancy

The attribute ‘nourishment of scalp’ is not affected by claim fact .028 Rejected
discrepancy

The attribute ‘removes and prevents from dandruff’ is not affected .000
by claim fact discrepancy Rejected

The attribute ‘soothes dry and flaky skin’ hair is not affected by .001
claim fact discrepancy Rejected
Figure 5.4

Calculations of the Hypothesis:

Following are the calculations for each of the hypothesis written in the above stated chart:

Cleanses and freshens hair:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

48 | P a g e
 Lower Upper

Pair VAR00001 -
.08333 1.11135 .11343 -.14185 .30851 .735 95 .464
1 VAR00002
Figure 5.4.1

The significance value is less than 5% then we fail to reject Ho. This clearly means that the respondents
did agree to the idea that the shampoo in the ad does clean and freshen the hair; the reason for such
impression may be that the hair shown in the ad had artificially exaggerated shine in them which might
have led consumers to believe that the shampoo will provide the right amount of freshness to the hair.

Eliminates fungal infections caused by dandruff:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.81250 1.36353 .13916 .53622 1.08878 5.838 95 .000
1 VAR00002
Figure 5.4.2

The significance value is less than 5% then we fail to accept Ho. Since, the ad had a clear emphasis
on the claim that the shampoo possesses the attribute that helps in elimination of the dandruff, so
the respondent did believe that the shampoo will help to eliminate the fungal infections caused by
dandruff.

Fragrance:
Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.27083 1.39532 .14241 -.01189 .55355 1.902 95 .060
1 VAR00002
Figure 5.4.3

The significance value is greater than 5% so we fail to reject Ho. This is simply because fragrance
is an attribute which was not focused in the ad and the consumers perceived that the shampoo
cannot provide that much of pleasant scent.

49 | P a g e
Itching of scalp:
Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.36458 1.41510 .14443 .07786 .65131 2.524 95 .013
1 VAR00002
Figure 5.4.4

The significance value is less than 5% then we fail to accept Ho, which means that the ad did
deceive respondents with respect to this attribute. The reason that the ad managed to deceive the
respondents for this attribute may be that the ad paid a clear emphasis on derma care which helps
in soothing down the itching of scalp.

Produces lather/foam:

Paired Differences t df Sig. (2-tailed)

Mean Std. Std. Error 95% Confidence

Deviation Mean Interval of the
Difference

Lower Upper

Pair VAR00001 - .0208

1.05610 .10779 -.19315 .23482 .193 95 .847
1 VAR00002 3
Figure 5.4.5

The significance value is greater than 5% so we fail to reject Ho which means that most of the
respondents believe that the attribute of lather/foam is not emphasized in the ad so there is a
possibility that the shampoo might not be able to deliver it.

Long shelf life:

Paired Differences t df

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 Mean Std. Std. Error 95% Confidence Sig. (2-
Deviation Mean Interval of the tailed)
Difference

Lower Upper

Pair VAR00001 - -
.98386 .10041 -.22018 .17852 -.207 95 .836
1 VAR00002 .02083
Figure 5.4.6

The significance value is greater than 5%, so we fail to reject Ho. Since long shelf life is a non-
functional attribute and the ad clearly does not pay any attention on this attribute and hence the
respondents have not got deceived by it.

Nourishment of scalp i.e. adds the required nutrients to hair:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.27083 1.19190 .12165 .02933 .51233 2.226 95 .028
1 VAR00002
Figure 5.4.7

The significance value is less than 5% then we fail to accept Ho. The ad talks about the derma care
which implicitly means that it will also be providing the right nutrients for the nourishment of
scalp, and hence the respondents did get deceived.

Figure 5.4.8

Removes and prevents dandruff of all types:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.47917 1.15147 .11752 .24586 .71248 4.077 95 .000
1 VAR00002
The significance value is less than 5% then we fail to accept Ho. The ad clearly shows that the
dandruff flakes were being removed from the hair of the model which left the respondents with

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the impression that the shampoo does possess the attribute which that can help in removing
dandruff.

Soothes dry and flaky skin:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.41667 1.16679 .11909 .18025 .65308 3.499 95 .001
1 VAR00002
Figure 5.4.9

The significance value is less than 5% then we fail to accept Ho. The ad not only claims verbally
but also graphically shows the removal of flakes from the scalp, which again gives an impression
to the respondents that the shampoo will soothe the dry and flaky skin.

5.2.4. Anti-Dandruff Shampoo Puffery (VIVEL):

Hypothesis Significance Ho
Value
Maybe
The attribute ‘cleanses and freshens hair’ is not affected by puffery .025 Rejected
The attribute ‘eliminates fungal infections caused by dandruff’ is
not affected by puffery .000 Rejected
May not be
The attribute ‘fragrance’ is not affected by puffery .581 rejected

The attribute ‘Itching of scalp’ is not affected by puffery .000 Rejected

May not be
The attribute ‘produces lather/foam’ is not affected by puffery .093 rejected
May not be
The attribute ‘long shelf life’ is not affected by puffery .091 rejected
May not be
The attribute ‘nourishment of scalp’ is not affected by puffery .324 rejected
The attribute ‘removes and prevents from dandruff’ is not affected May not be
by puffery .074 rejected
May not be
The attribute ‘soothes dry and flaky skin’ hair is not affected by .081 rejected
puffery
Figure 5.5

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Calculations of Hypothesis Testing:

Cleanses and freshens hair:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.33333 1.43392 .14635 .04279 .62387 2.278 95 .025
1 VAR00002
Figure 5.5.1

Since the significance value is less than 5% then we fail to accept Ho. The ad has a clear focus on the
freshness, shine and cleanness of scalp and hair so all the respondents did get affected. Before the
shampoo usage, the model’s hair was all tangled, dry and untidy which after usage has been shown in
a tidier look. Hence all the respondents did get deceived and the ad left them with the impression that
the product does provide this attribute.

Eliminates fungal infections caused by dandruff:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.91667 1.87317 .19118 .53713 1.29621 4.795 95 .000
1 VAR00002
Figure 5.5.2

Since the significance value is less than 5% then we fail to accept Ho. The ad mentions about derma
care and showed how it helps with different hair related problems; hence most of the respondents got
the impression that the shampoo does possess this attribute.

Fragrance:
Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.07292 1.29163 .13183 -.18879 .33463 .553 95 .581
1 VAR00002
Figure 5.5.3

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Since the significance value is greater than 5% so we fail to reject Ho. The reason of it is simple
as fragrance is a sensory type of feeling and the ad did not have any emphasis on the fragrance
produced by the ad, hence it did not have any effect on the respondents.

Long shelf life:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.26042 1.49557 .15264 -.04261 .56345 1.706 95 .091
1 VAR00002
Figure 5.5.4

Since the significance value is greater than 5% so we fail to reject Ho. The ad had no effect on the
attribute of long shelf life, as this is a nonfunctional attribute of the anti-dandruff shampoo and the ad
did not have any emphasis on this attribute hence no respondent got much affected by the ad.

Nourishment of scalp i.e. adds required nutrients to the hair:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.18750 1.85423 .18925 -.18820 .56320 .991 95 .324
1 VAR00002
Figure 5.5.5

Since the significance value is less than 5% then we fail to accept Ho. Respondents think that it will
not nourish scalp because no such ingredients or nutrients are mentioned in the ad that can nurture
scalp.

Produces lather/foam:
Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.26042 1.50259 .15336 -.04404 .56487 1.698 95 .093
1 VAR00002

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Figure 5.5.6

Since the significance value is greater than 5% so we fail to reject Ho. According to respondents it will
not produce lather/foam as the ad showed towel testing only but no application or direct usage of
shampoo is shown in the advertisement.

Relieves itching of scalp:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.78125 1.74840 .17845 .42699 1.13551 4.378 95 .000
1 VAR00002
Figure 5.5.7

Since the significance value is less than 5% then we fail to accept Ho. Consumers think it will relieve
itching of scalp because the girl was relieved from itchy scalp after shampoo usage and the girl’s hair
seemed moisturized after she used Vivel.

Removes and prevents dandruff of all types:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper

Pair VAR00001 -
.27083 1.46883 .14991 -.02678 .56845 1.807 95 .074
1 VAR00002
Figure 5.5.8

Since the significance value is greater than 5% then we fail to reject Ho. As per consumer’s perceptions
it will not remove and prevent scalp from dandruff of all types because the ad's major emphasis is on
the smoothness and silkiness of the shampoo as compared to removing and preventing dandruff.

Soothes dry and flaky skin:

Paired Differences t df Sig. (2-

Mean Std. Std. Error 95% Confidence Interval tailed)

Deviation Mean of the Difference

Lower Upper
Pair VAR00001 -
.27083 1.50423 .15353 -.03395 .57562 1.764 95 .081
1 VAR00002

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Figure 5.5.9

Since the significance value is greater than 5% so we fail to reject Ho. According to respondents’
views Vivel will not soothe dry and flaky skin as the ad depicted silky, shiny cleansed hair after
the application of shampoo but it didn’t portrayed any dandruff flakes or chipped scalp.

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5.3. Data Analysis:
The research was conducted through online questionnaires filled by 384 female respondents
belonging to three age brackets and various geographical regions of Karachi. Our questionnaire
was divided into two major parts amid an advertisement. The website had restrictions which
ensured that the pre-ad, post-ad questionnaire and the ad were filled and viewed by every single
respondent of our sample size. We have used SPSS software and Microsoft Excel for the data
analysis of our survey.

5.3.1. Reliability Analysis:

Cronbach Alpha: The cronbach alpha is a renowned method of measuring internal consistency.
It is a measure of reliability and consistency in the responses. These values indicate that the
variables tested in our research study show a consistent relationship.

Beauty Shampoo Claim Fact Discrepancy (Nexus):

Reliability Statistics

Cronbach's Alpha No. of Items

.714 9
Figure 5.6

Beauty Shampoo Puffery (Tresemme):

Reliability Statistics

Cronbach's Alpha No. of Items

.712 9
Figure 5.6.1

Anti-Dandruff Shampoo Claim Fact Discrepancy (Venus):

Reliability Statistics

Cronbach's Alpha No. of Items

.754 9
Figure 5.6.2

Anti-Dandruff Shampoo Puffery (Vivel):

Reliability Statistics

Cronbach's Alpha No. of Items

.818 9
Figure 5.6.3

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5.3.2. Screener Analysis:

Gender:
Generally females are more concerned with the details of the shampoo that they use and not only
this but even when the advertisers make advertisements for the promotion of their shampoo brands
their focus of attention are women, the advertisement are made in such a way that they attract
females. The language, the gestures, the visuals, the models, and the entire over all communication
are used in such a manner that it does not go unnoticeable. So in order to get a better scope for the
study we have also kept our focus of study on female respondents only.

Age-Group:

60
Targeted Age Bracket (18-29)
50

Beauty-Puffery
No. of Respondents

40
Beauty ClaimFact
Antidandruff-Puffery
30
Antidandruff-CalimFact

20

10

0
18-21 22-25 26-29
Age Groups

Figure 5.7

Among the female category, we have targeted females who fall under the age of 18 years to 29
years. Among the targeted age group, we have further divided them in to three age brackets. The
first category is for the females, who fall in the age bracket 18-21 years. Out of the 384 respondents
that were being approached for each of the four categories 121 respondents were from the age of
18-21. The second age group that we divided our target market is from the age of 22 years to 25
years, 189 respondents from our sample size were from this category. The third age group that we

58 | P a g e
have targeted is of females who fall under the age group of 26 years to 28 years; out of the 384
respondents of our target population 80 females were from this age group.

5.4. Fishbein Multiattribute Attitude Analysis:

Initially for our study we required optimal user of the shampoo that is dermatologists so that we
could obtain rating and the attributes of shampoo which was needed to apply the Fishbein
Multiattribute model. The Fishbein model is as follows:

n

Ao = biei
i=1

In this formula:

Ao: is the attitude of the consumer towards the product category;

bi: is the consumer’s belief about the fact that the brand contains the attributes;

ei: is the (evaluation) i.e. the value that each consumer pays to each of the attribute

n: is the number of attributes which according to the consumer the brand possess

‘bi’, is belief about the brand’s possession of the attribute and its rating, this part of the above
mentioned formula is where the rating of dermatologist that is our optimal user is used. Since
optimal users as mentioned before have better knowledge and understanding of the attributes and
so are in a better position to gauge and judge the ratings and weight-age that a shampoo should
have, we have used their expert opinion for this part of our formula.

The second half of the Fishbein model required us to have likert scale rating of the same attributes
that the dermatologist give but now from a regular consumer prospective so that we could
understand and gauge the difference between a optimal user and a regular consumer of shampoo.

‘ei’ evaluation of the attribute as being good or bad; this part of the formula uses the respondent’s
likert scale rating so that we can understand and calculate the difference that a regular user of
shampoo has with those of the optimal user.

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 In our study we have focused on the two shampoo categories and two types of deceptive ads. The
384 respondents were equally divided in to 4 categories. The Shampoo categories that have been
studied are the ‘Beauty Shampoo’ and the ‘Anti-Dandruff Shampoo’. The two types of deceptive
advertisements that have been used are the ‘Claim Fact Discrepancy’ and the ‘Puffery’. For each
of the shampoo category one type of deceptive ad was shown to the respondents and they were
asked to fill the online questionnaires pre and post advertisement.

The following 4 graphs individually represent the ratings received by each attribute of the
shampoos, the pre-ad rating shows how much important each attribute is to the respondent, and
the post ad ratings show the level of importance given to the attribute by the ad and how much do
the respondents think that the brand in the ad will be able to provide each attribute. With the help
of focus groups, we were able to do a thorough analysis of Multi-attribute Attitude model.

5.5. Individual Analysis on basis of each attribute:

5.5.1. Analysis of Beauty Shampoo “Puffery” (Tresemme):

2500
Beauty Shampoo Puffery

2000 1% 5% 14%

7% 7% 4%
1500

3%
1% Pre-Ad
1000
Post-Ad
10%
500

0
A1 A2 A3 A4 A5 A6 A7 A8 A9

Figure 5.8

Pre and Post Ad

Symbol Attribute %Difference
A1 Cleanses and Freshens Hair 7%
A2 Reduces Hair fall 3%

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 A3 Smoothes and softens hair 1%
A4 Leaves Hair Manageable 5%
A5 Boosts Hair Shine 14%
A6 Contains nutrients, protein and vitamins 7%
A7 Volumizes and strengthens the hair 4%
A8 Fragrance 1%
A9 Produces Lather/Foam 10%
Figure 5.8.1

Cleanses and Freshens Hair:

According to majority of the respondents that is 80%, Tresemme shampoo cannot clean and
freshen hair; hence the difference of 7% is perceptible. The advertisement is shot in a beauty salon
where a hairstylist styles the hair of the models in different ways and gives them a fresh look but
since the shampoo and its application was not shown anywhere in the ad, many respondents gave
it a comparatively lower score. A higher rating has been allotted in pre ad evaluation as consumers
deem this attribute as the most imperative one for any shampoo and think it as implied. Only 20%
responded that Tresemme well communicated this attribute in its ad as they were deceived with
healthy looking, strong hair of models.

Reduces Hair Fall:

70% of the respondents stated that there are no explicit claims made about hair fall reduction in
the ad, hence Nexus isn’t capable of providing this attribute, thus a difference of 3% is evident to
prove this. But 20% of them were adamant that Nexus will reduce hair fall. The justification they
gave is that the ad stresses on the point that Tresemme will “repair up to 2 years of hair damage”
and will act as a protective barrier; therefore this will eventually restore the damage done to hair
and will lessen hair fall too. 10% of them were not certain about it and answered “May be it will
or will not deliver this attribute”.

Smoothes and softens hair:

By using Tresemme, one’s hair cannot become smooth and soft as the ad depicts models with
healthy looking, smooth and soft hair that can be easily styled into any hairstyle they wish to but
it didn’t explicitly made any such claims regarding it. 90% of the respondents claimed this that it
might smoothen and soften hair but that not a proven fact. On the other hand, only 10% said that
the advertisement indirectly implied soft hair when they showed the hair of models bouncing
between scenes, so it will work. This is why a difference of 1% is there.

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Leaves Hair Manageable:
According to 70% of focus group audience, throughout the advertisement different hair styles were
made on different models which showed hair manageability but since people generally don’t really
believe in such exaggerations, they said Tresemme can’t leave hair manageable. 20% of
respondents stated that it can leave hair manageable as the ad clearly portrays that whether one
straightens her hair or curls it after using Tresemme, the hair stands up to styling. 10% weren’t
sure about whether Tresemme will really perform according to this attribute.

Boosts Hair Shine:

According to 80% of people Tresemme cannot boost hair shine as most of the shampoo
advertisements represent the good results of lightening and camera which depict “ultra shiny hair”
and not necessarily the effectiveness of shampoos as experienced. Artificial hair shine is shown
through camera effects and the shampoo can’t boost hair shine. The models hair in the
advertisement was shown with vivid lightening which implied hair shine but since it was not
claimed explicitly so the respondents got under the impression that the shampoo will not have
effect on the hair shine. Only 20% think that it will really boost their hair shine and agreed to it.
Thus a difference of 14% exists in pre and post ad evaluation.

Contains nutrients, protein and vitamins:

No direct explicit claims were made in the ad about any ingredient or any special formula to say
this about the attribute as per 70% of the audience. Since no direct claim was made in the ad so
the scoring for the attribute went down and a difference of 7% exists. But according to 30% of
respondents, Tresemme might contain any nutrients, proteins or vitamins. This is because the ad
lays emphasis on “repairing up to 2 years of hair damage” and if it has affirmed such a big claim,
it must have any nutritious ingredients or any such vitamins that are fit for hair rejuvenation.

Volumizes and strengthens the hair:

As per the observation of 40% of respondents, this brand variant of Tresemme shampoo will
definitely volumize and strengthen hair as it is itself “Strengthening Shampoo” according to
shampoo’s packaging in the advertisement. The ad focuses on the core proposition of “Platinum
Strength” which is the most highlighted attribute throughout the advertisement. But majority of
them that is 60% said that even though the advertisement focused on platinum strength the
statement is too exaggerated isn’t believable and shampoo manufacturers usually do promote their

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variants using such names but it doesn’t actually delivers what it promises to give. Thus, a
difference of 4% is there in evaluation.

Fragrance:
According to 95% of respondents, Fragrance is an attribute which is not given importance in the
ad at all. Generally people said that the advertisement did not show anything from which they
could determine the fragrance so they gave it a lower rating. Only 5% claimed that Tresemme
seems to provide pleasant scent when used, so a minimal difference of 1% is there only.

Produces lather/foam:
According to 90% of people, no claim about how much lather/foam Tresemme produces during
application to the hair is made and neither any illustration of this is shown in the advertisement.
Also in what quantity will be the lather made during usage of Tresemme is unknown. Though 10%
thinks that Tresemme will be able to produce foam as normally all shampoos do produce lather
when rubbed onto hair.

5.5.2. Analysis of Beauty Shampoo “Claim Fact Discrepancy” (Nexus):

2500
14% 23%
9%
2000

35%
11%
1500
10% 5%
Pre-Ad
16% Post-Ad
1000
7%

500

0
A1 A2 A3 A4 A5 A6 A7 A8 A9

Figure 5.9

Pre and Post Ad

Symbol Attribute %Difference
A1 Cleanses and Freshens Hair 11%
A2 Reduces Hair fall 10%
A3 Smoothes and softens hair 9%

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 A4 Leaves Hair Manageable 14%
A5 Boosts Hair Shine 23%
A6 Contains nutrients, protein and vitamins 16%
A7 Volumizes and strengthens the hair 35%
A8 Fragrance 5%
A9 Produces Lather/Foam 7%
Figure 5.9.1

Cleanses and freshens hair:

According tomajority of the respondents i.e. 80% the ad never really focused on how the shampoo
cleans the hair so they ended up giving it a poor score after witnessing the ad. However, 20%
claimed that the model had such shiny, sleek and strong hair and if the shampoo can do this, it can
definitely clean and freshen up hair well too. Thus a difference of 11% exists in pre ad and post ad
evaluation.

Reduces Hair Fall:

According to 30%of respondents, Nexus will help in reducing hair fall as the model is showing
her long hair which implicitly indicates that her long shiny hair are because of the shampoo that
she is using and so leaving the respondents with a false impression that the shampoo has attributes
which can help in controlling the hair fall. However, 70% said that the advertisement somehow
implied that it may reduce hair fall by mentioning that it had exclusive formula but they never fully
understood it and therefore gave it a lower score post advertisement. That is why there has been a
difference of 10% in both scorings.

Smoothes and softens hair:

As per 60% of the respondents, Nexus cannot smooth and soften hair because the advertisement
never claimed it which leads to having a lower post score advertisement. But 30% claims that
model in the ad is shown in such a way that she is feeling so comfortable about her hair, this gives
an indication that the shampoo has the attribute which helps in creating a smoothing effect and
gives an impression that the user is satisfied with the performance of the shampoo. Only 10% said
that they are ambiguous that whether the brand will or will not work accordingly.

Leaves Hair Manageable:

According to 80% of audience, Nexus cannot leave hair manageable as exclusive formula isn’t
explained clearly that whether it can help in standing up to various hair styles and so it was scored

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less in the post advertisement. But 20% said that long and shiny hair is a result of the effect of this
shampoo and so it is possible to manage hair and keep hair properly if one is using this shampoo.
Hence, 14% difference lies between both the evaluations.

Boosts Hair Shine:

The advertisement states that you can get infinitely gorgeous hair by using this shampoo but never
properly follows up to the claim and leaves a vague and indecisive thought in the general
consumer’s mind which led to post ad being scored lower then pre ad by 85% respondents.
Moreover, consumers think that all shampoo ads play with lightning and camera effects to appeal
and magnetize the consumers. Hence, this leads to a difference of 23% in both pre and post ad
evaluation. According to 15%, Nexus will boost hair shine and so they have fallen in the prey of
deception.

Contains nutrients, protein and vitamins:

As per the analysis of 50% respondents, the advertisement stated that the shampoo has premium
ingredients and exclusive formulas which can raise a person’s grooming standards if he/she uses
it but the fact is that it has not clearly explained the audience what they were which led to it being
scored lower. Though 40% of respondents said that if exclusive formulae are used, it must have
those ingredients that can make hair healthy and so it compels consumers to believe it to be an
important and integral attribute of the product. Only 10% thinks that they are not sure whether this
attribute can be delivered or not. Thus a difference of 16% is there in both pre and post ad
evaluations.

Volumizes and strengthens the hair:

According to 80% of focus groupaudience, this attribute initially was a one which had very high
importance in their mind and they really based most of their shampoo buying decision giving this
attribute high consideration but since again the advertisement never showed any claim regarding
it; it ended up getting a lower score in post ad rating. On the other hand, 20% of them believed that
the shampoo provides with this attribute as Nexus will help in increasing the volume of hair.
Therefore, a difference of 35% exists for this attribute.

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Fragrance:
As per 90% of focus group audience, it is very difficult to gauge a shampoo’s fragrance or scent
while seeing an advertisement which means that the ad did not have any effect on the consumer’s
perception with respect to the attribute of fragrance and the ad also doesn’t pay any emphasis on
this attribute. However, 10% of them still claimed that a shampoo like Nexus with immense
qualities/attributes would surely have pleasant scent. This is why a difference of 5% exists.

Produces lather/foam:
Because the ad does not emphasized on this attribute of shampoo and nothing related to this was
shown in the advertisement, so the respondents did not get deceived and so this is why people rated
it lower. This is why 92% claimed this while 8% said that Nexus can produce a lot of foam during
application. Hence a difference of 7% exists in the evaluation.

5.5.3. Analysis of Anti-dandruff Shampoo “Puffery” (Vivel):

2500

10%
2000

2%
9% 6% 5%
1500
8% 17% 1%
1% Pre-Ad
Post-Ad
1000

500

0
A1 A2 A3 A4 A5 A6 A7 A8 A9

Figure 5.10

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 Pre and Post Ad
Symbol Attribute % Difference
A1 Soothes dry and flaky skin 9%
A2 Removes and prevents dandruff of all types 10%
A3 Nourishment of scalp 6%
A4 Relieves itching of scalp 8%
A5 Eliminates fungal infections caused by 17%
dandruff
A6 Cleanses and freshens hair 2%
A7 Produces lather/foam 1%
A8 Long shelf life 1%
A9 Fragrance 5%
Figure 5.10.1

Soothes dry and flaky skin:

According to 70% of the respondents, Vivel will not soothe dry and flaky skin as the ad depicted
silky, shiny cleansed hair after the application of shampoo but it didn’t portrayed any dandruff
flakes or chipped scalp. Moreover, the main idea of the ad was towards silky and untangled hair.
It didn’t emphasize towards the main theme which should have been calming and relieving dry
skin. However, 20% came under the false impression and stated that it will soothe because there
is towel testing done by the specialist. Only 10% said that though all advertisements are deceptive
and so they aren’t certain about this attribute. Therefore, a difference of 9% exists within the
evaluation.

Removes and prevents dandruff of all types:

As per 60% of respondents, Vivel cannot remove and prevent dandruff of all types because the ad
showed towel testing which removes dandruff completely and that isn’t virtually possible. The
claims made in the ad seem deceiving and the shampoo can’t possibly clean the hair from all types
of dandruff. The ad's major emphasis is on the smoothness and silkiness of the shampoo as
compared to removing and preventing dandruff. On the other hand, 40% of them claimed that the
ad seemed convincing and the message seems a convincing one and so Vivel will also perform
according to this attribute. A difference of 10% exists too because of pre and post ad discrepancy.

Nourishment of scalp that is adds required nutrients to hair:

Scalp can’t be nourished with required nutrients and proteins as the ad doesn’t states about any
ingredients or formulas that are deemed imperative for hair protection and growth or which can
nurture scalp. According to 80%, it will not help in fulfilling the nutritional requirement of hair

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but 20% claimed that it will assess in nourishing the scalp. Hence a difference of 6% is there in
pre ad and post ad evaluation.

Relieves itching of scalp:

According to 70% of focus group audience, itchy scalp can’t be relieved because the ad didn’t
make any claims. Exaggerated statements are being made with girl showing off her hair but no
such proven claims showed whether it really relieves itching of scalp. But as per 30% of
respondents it will work because the girl was relieved from itchy scalp after shampoo usage and
the girl’s hair seemed moisturized after she used Vivel. A difference of 8% exists between the pre
and post ad evaluation.

Eliminates fungal infections caused by dandruff:

Vivel antidandruff shampoo can’t eliminate fungal infections caused by dandruff because the ad
did not talked about any details of which type of fungal infection will be removed by Vivel. Hence
most of the respondents got the impression that the shampoo does not possess this attribute. This
is what 65% of respondents stated whereas the other 25% claimed that Vivel can eliminate even
severe types of dandruff. 10% said that not all products affect all hair/scalp types. Certain
brands/variants are much more effective than others and a person has to use multiple brands until
he/she finds the one which affects them the most. So, there is a difference of 17% that exists.

Cleanses and freshens hair:

Considering the analysis of 80% respondents cleanses and freshen hair isn’t the attribute on the
basis of what they would prefer to buy an antidandruff shampoo as any shampoo can fulfill this.
But 20% claims that the ad has a clear focus on the freshness, shine and cleanness of scalp. Before
the application of shampoo, the model’s hair was all tangled, dry and untidy which after usage has
been shown in a tidier look. Hence all the respondents did get affected and the ad left them with
the impression that the product does provide this attribute. A difference of 2% is there in pre and
post evaluation.

Produces lather/foam:
As per 90% respondents, they stated that the ad didn’t show any application of shampoo directly
on scalp, neither the consumer has used and also a lot of quantity of lather/foam doesn’t proves
that the shampoo will work in its best way. Moreover, it will not produce lather/foam as the ad

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showed towel testing only but no application or direct usage of shampoo is shown in the ad. 5%
of people stated that Vivel will produce lather as it showed strengthening of hair and this is because
of a good quantity of foam. They believed that foam/lather makes the hair sleek and strong. On
the other hand, 5% said that they are uncertain and can’t make any prior to using the shampoo. A
difference of 1% is there in pre ad and post ad evaluation.

Long shelf life:

Long shelf life is least significant attribute for anti-dandruff shampoo according to the respondents
as majority doesn’t cares about how long the shampoo will last and also this attribute isn’t
emphasized in the advertisement. According to 90% respondents, the ad had no effect on the
attribute of long shelf life as this is a nonfunctional attribute of the anti-dandruff shampoo and the
ad did not have any emphasis on this attribute hence no respondent got much affected by the
advertisement. As per 10% respondents, Vivel can long last and can’t expire early. There is a
difference of 1% in pre and post ad analysis.

Fragrance:
Fragrance of the shampoo variants may matter for consumers to some extent but no one buys a
shampoo on the basis of this attribute only. The reason of it is simple as fragrance is a sensory type
of feeling and the ad did not have any emphasis on the fragrance, hence it did not have any effect
on the respondents. This is what 80% of focus group audience claimed while 20% said that Vivel
can provide pleasant fragrance.

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5.5.4 Analysis of Anti-dandruff Shampoo Ad “Claim Fact Discrepancy” (Venus):
2500

6%
2000

6% 7%
5% 2%
1500
16% 19% 6% 6%
Pre-Ad
1000
Post-Ad

500

0
A1 A2 A3 A4 A5 A6 A7 A8 A9

Figure 5.11

Pre and Post Ad

Symbol Attributes %Difference
A1 Soothes dry and flaky skin 6%
A2 Removes and prevents dandruff of all types 6%
A3 Nourishment of scalp 5%
A4 Relieves itching of scalp 16%
A5 Eliminates fungal infections caused by dandruff 19%
A6 Cleanses and freshens hair 7%
A7 Produces lather/foam 6%
A8 Long shelf life 6%
A9 Fragrance 2%
Figure 5.11.1

Soothes dry and flaky skin:

According to 75% respondents in the focus group discussion, the ad does not claims anything
about relieving itching and flaking of skin and these respondents believed that usually all
antidandruff shampoos are not as effective as shown in advertisements and their benefits are over-
exaggerated in the advertisement. However, 25% of them said that claim is made verbally but also
graphically shows the removal of flakes in the ad, which again gives an impression to the

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respondents that the shampoo will soothe the dry and flaky skin. So a difference of 6% exists
between pre ad and post ad evaluation.

Removes and prevents dandruff of all types:

In view of 60% respondents, Venus cannot remove and prevent dandruff of all types as it had not
made any explicit claims in the advertisement. Considering the 30% of focus group audience,
Venus ad clearly shows that dandruff was being removed from the hair of the celebrity which left
the respondents with the impression that the shampoo does possess the attribute which helps in
removal of dandruff. According to 10% respondents, they are not sure about the brand, it does not
seem credible to them as compared to other antidandruff which are in market. Hence there exists
a difference of 6% between pre and post ad evaluation.

Nourishment of scalp i.e. adds the required nutrients to hair:

Considering the 80% of people in focus group discussions, the shampoo has emphasized on the
provision of “dermacare” through its ad but no explanation of how it will nourish it is given; hence
it won’t work. But 20% claims that the commercial and the advertising tactics target the most
important factor which is healthy hair as an outcome of using the shampoo, so they think it will
nourish their scalp in a better way. Therefore, there exists a difference of 5% between the pre and
post ad evaluation.

Relieves itching of scalp:

According to 70% respondents, the ad narrates about antidandruff scalp soothing complex but it
doesn’t mentions about what it is, that’s why consumers scored less in post ad analysis as they got
confused. Considering the other 30% target audience, respondents were deceived for this attribute
and they deemed that as the ad paid a clear emphasis on derma care which helps in soothing down
the itching of scalp, it will work. In this, a difference of 16% is there.

Eliminates fungal infections caused by dandruff:

In view of 85% respondents, the ad doesn’t emphasizes on any such fungal infections caused by
dandruff and only focuses on healthy hair, hence there is no impression made on consumers and
they don’t think that the shampoo will really eliminate any such infections. The other 15%
respondents deem that the shampoo possesses the attribute “dermacare” and shows the celebrity

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getting rid of dandruff flakes so it will help in elimination of the fungal infections caused by
dandruff. Thus, a difference of 19% is discernible in model evaluation.

Cleanses and freshens hair:

According to 70% respondents, the ad focuses on “healthy hair” after the usage of Venus but it
doesn’t states about how it cleanses and freshen hair. This clearly means that the respondents did
not agree to the idea that the shampoo in the ad does clean and freshens the hair, the reason for
such impression may be that the hair shown in the ad was not long enough plus there seemed no
artificially exaggerated shine in them which might have led consumers to belief that they the
shampoo will not provide the right amount of freshness to the hair. 20% claimed that like all
shampoos have a major function of cleansing, Venus will also provide it. However, 10% stated
that they are uncertain about this attribute. So there exists a difference of 7% within the evaluation.

Produces lather/foam:
As per 80% of respondents, they generally purchase antidandruff shampoo preferring attributes
like removal of dandruff rather than how much foam it makes when rubbed onto hair; hence
respondents rated this less in post ad scoring. This means that most of the respondents believe that
the attribute of lather/foam is not emphasized in the ad so there is a possibility that the shampoo
might not be able to deliver it. However, the other 20% believe that Venus can provide this
attribute. So a difference of 6% exists in pre ad and post ad evaluation.

Long shelf life:

According to 70% people in our focus group audience, long shelf life is a non-functional attribute
and the ad clearly does not pay any attention on this attribute and hence the respondents have not
got deceived by it. But for 30% respondents the ad doesn’t gives importance to any expiry date or
shelf life of shampoo but still in antidandruff shampoo, some consumers do consider this important
for antidandruff because their scalp becomes sensitive when afflicted with dandruff. Therefore,
there exists a difference of 6% in pre and post ad evaluation.

Fragrance:
According to 90% respondents, fragrance isn’t deemed as an imperative attribute for consumers
using antidandruff shampoo because their major problem is dandruff and not how the shampoo
smells. Also the respondents can’t be certain about this attribute until and unless the product is

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being used. Though 10% claims that a pleasant fragrance is significant regardless of the fact that
it is an antidandruff shampoo and Venus can deliver it. So there is a difference of 2% in pre ad and
post ad evaluation.

5.6. Cross Analysis:

5.6.1. Cross Analysis between Two Deception Categories: Claim fact discrepancy &
Puffery in Antidandruff shampoo:
Both shampoo advertisements are deceptive and an analysis has been done to prove which
deception type has greater effect on consumers than the other. The intensity of deception in each
has been measured through the Fishbein multi-attribute model which has already been discussed
in the report. Here Vivel and Venus are the two types of deceptive ads shown to the respondents
(where Vivel is the puffery type of deceptive advertisement and Venus is the claim fact type of
deceptive advertisement). The numbers written in front of each attribute is the % difference
measured for each attribute under the deceptive ad categories.

Pre and Post Ad % Difference Measure for Each Attribute

Long shelf life 5%

6%
Fragrance 2%
1%
Produces lather/foam 6%
1%
Cleanses and freshens hair 7%
2%
Eliminates fungal infections 19%
17%
Relieves itching of scalp 16%
8%
Nourishment of scalp 6%
5%
Removes and prevents dandruff of all types 10%
6%
Soothes dry and flaky skin 9%
6%
0% 5% 10% 15% 20%
Puffery Claim-Fact Discrepency

Figure 5.12

The attribute “soothes dry and flaky skin” in Vivel is 9% which means the advertisement had a
greater impact on consumers than Venus that is 6%. This means consumers think that Vivel can

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soothe dry and flaky skin as the ad focuses on calming chipped skin than Venus which doesn’t
make any claims at all. Vivel has a difference of 10% for the attribute “removes and prevents
dandruff of all types” which means it has more effect on consumers than Venus which is 6%. This
is because in Vivel towel testing done by the hair specialist is shown and that leaves consumers
with such an impression that it can remove every type of dandruff. According to the differences
for attribute “nourishment of scalp”, Vivel seems more effective in regard to this attribute than
Venus. Though Vivel doesn’t mentions about nutrients in the ad, it should have been in the ad to
create a greater effect hence both has a difference of 5% and 6% respectively. Vivel has the
difference of 16%, while Venus has 8%; means both has a great difference for the attribute
“relieves itching of scalp”. Vivel has explicitly shown this attribute in the ad as compared to Venus
and that’s why consumers are affected more. According to the differences, Vivel 19% has a greater
effect on consumers than Venus which is 17% for the attribute “eliminates fungal infections caused
by dandruff”. This is because the ad seemed persuasive to consumers and they think it will help in
reducing any such infections. Vivel has a greater difference of 7% in comparison to Venus that is
2% for the attribute “cleanses and freshen hair”. This is because Vivel’s central idea is actually
cleanness and freshness of hair more than any other attribute. That’s why a major difference comes
in. Though production of foam/lather isn’t shown in both ads but consumer have an impression
that it is more in Vivel. Similarly, consumers feel fragrance is effectual more in Vivel in
comparison to Venus and so a difference of 2% and 1% respectively is there. Conclusively, Vivel
has a difference of 5% while Venus has 6% for the attribute “longer shelf life”. This means
consumers think that Venus has a greater shelf life and can last long than Venus. In conclusion to
the above explained chart, we conclude to the perceptible fact that Vivel has a greater effect on
consumers in comparison to Venus keeping in account the differences of all attributes. This means
the “Puffery” deception type influences and deceives consumers more than “Claim fact
Discrepancy” which is a true verity in real advertising world too.

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5.6.2. Cross Analysis between Two Deception Categories: Claim fact discrepancy &
Puffery in Beauty shampoo:
Tresemme and Nexus are the two types of deceptive ads shown to the respondents (where
Tresemme is the puffery type of deceptive advertisement and Nexus is the claim fact type of
deceptive advertisement). The numbers written in front of each attribute is the % difference
measured for each attribute under the deceptive ad categories.

Pre and Post Ad % Difference Measure for Each Attribute

Produces Leather/Foam 10%

7%
Fragrance 1%
5%
Volumizes and strengthens the hair 4%
35%
Contains proteins, nutrients and vitamins 7%
16%
Boosts hair shine 14%
23%
Leaves Hair Manageable 5%
14%
Smoothes and softens hair 1%
9%
Reduces Hair fall 3%
10%
Cleanses and freshens hair 7%
11%

0% 10% 20% 30% 40%

Puffery Claim-Fact Discrepency

Figure 5.13

The description and analysis for each attribute in the above graph is as shown; Nexus has a greater
difference of 11% as compared to 7% of Tresemme. This means that consumers think that Nexus
can clean and freshen hair in a better way than Tresemme. Nexus has a greater difference of 10%
as compared to 3% of Tresemme for the attribute “reduces hair fall”. This means that consumers
have a greater impression that Nexus will reduce hair fall as Platinum Strength is vividly written
on the bottle. Nexus has a greater impact on consumers with 9% of difference as compared to
Tresemme 1% for the attribute “smoothes and softens hair”. This is because exclusive formula is
shown in the ad with the model emphasizing on smoothness and softness of the advertisement.
Nexus has a greater percentage of 14% as compared to Tresemme that is 5% for the attribute

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“leaves hair manageable”. Though Tresemme has shown hair manageability through various
hairstyles but still it didn’t made an impression on consumers. Nexus has a greater difference of
23% in comparison to Tresemme which is 14% for the attribute “boosts hair shine”. Though most
of the advertisements represent the good results of lightening and camera and not necessarily the
effectiveness of shampoos as experienced, still respondents were more affected by Nexus. Nexus
contains more of proteins and vitamins as per the consumers because it states about premium
ingredients and exclusive formulas; so it must have something that make hair healthy looking and
beautiful. While Tresemme doesn’t focuses on this at all and so there is a huge difference of 16%
and 7% respectively. The attribute “volumizes and strengthens the hair” is the most imperative one
in Nexus advertisement because the ad’s central theme is “Platinum Strength” and the shampoo
itself is strengthening shampoo. Hence an immensely huge difference exists between Nexus and
Tresemme with 35% and 4% difference respectively. This is because Tresemme doesn’t make any
claims about it. Though fragrance is an attribute which may be or may not be essentially present
in the shampoo and consumers do not deemed it extremely important. Nexus has a difference of
5% which is greater than 1% of Tresemme. This means that consumers think Nexus has more
pleasant scent than Tresemme. Whether the shampoo produces lather/foam or not, it is again not a
very important attribute, as this attribute has no direct link to the functionality of the shampoo.
Nexus has a difference of 7% which is lesser than the difference of Tresemme which is 10%. This
clearly shows that respondents believe that Tresemme can produce more lather than Nexus.
Conclusively for all the attributes, Nexus has greater % differences in comparison to Tresemme
which means that in beauty category, claim fact discrepancy deceives and sways away consumers
more than puffery.

Considering the cross analysis of both shampoo categories, we have categorically observed that in
antidandruff puffery has greater effect while in beauty claim fact discrepancy creates a greater
impact on consumers. This also means we cannot generalize which deception type has a greater
intensity as how the ad is made differs, how the message is conveyed to the consumers varies and
it depends on the way of communication, ad setting, ad content, graphics and target audience too.
Therefore, these are some of the variable factors that can affect the message conveyed to the
consumers and deceive consumers differently.

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5.6.3. Cross Analysis between the age group and the currently used Shampoo Brand
for each Shampoo Category:

Beauty Shampoo-Claim Fact Discrepancy (NEXUS):

Currently Using Shampoo Brands

10
9
No. of Respondents

8
7
6
5 18-21
4 22-25
3 26-29
2
1
0
Dove Finesse Pantene Palmolive Life bouy Garnier Sunsilk Suave
Shampoo Brands

Figure 5.14

In the above chart we have divided the 96 respondents, who filled the questionnaire for Nexus, on
the basis of shampoo brands that are currently being used by them. The percentage breakup for
each age group in the shampoo brand is as follows:

Dove: (18-21) 2.10%, (22-25) 3.15% (Highest), (26-29) 2.10%.

Finesse: (18-21) 2.10 %,(22-25) 5.26% (Highest), (26-29) 2.10%.

Palmolive: (18-21) 4.21%, (22-25) 7.36% (Highest), (26-29) 2.10%.

Life buoy: (18-21) 1.05%,(22-25) 3.15% (Highest), (26-29) 1.05%.

Garnier: (18-21) 7.36% (Highest), (22-25) 5.26%, (26-29) 6.31%.

Sunsilk: (18-21) 2.10%, (22-25) 9.47% (Highest), (26-29) 5.26%.

Suave: (18-21) 2.10%, (22-25) 4.21% (Highest), (26-29) 4.21% (Highest).

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Beauty Shampoo-Puffery (TRESEMME):

Currently Using Shampoo Brands

9
8
7
No. of Respondents

6
18-21
5
22-25
4
26-29
3
2
1
0
Dove Finesse Pantene Palmolive Life bouy Garnier Sunsilk Suave Others
(Vatika)
Shampoo Brands

Figure 5.15

In the above chart we have divided the 96 respondents, who filled the questionnaire for Tresemme,
on the basis of shampoo brands that are currently being used by them. The percentage breakup for
each age group in the shampoo brand is as follows:

Dove: (18-21) 4.11%, (22-25) 6.25% (Highest), (26-29) 2.08%.

Finesse: (18-21) 8.33% (Highest), (22-25) 6.25%, (26-29) 3.125%.

Pantene: (18-21) 2.08%, (22-25) 5.28 %,(26-29) 6.25% (Highest).

Palmolive: (18-21) 6.25% (Highest), (22-25) 1.04%.

Life buoy: (18-21) 2.08%, (22-25) 6.25% (Highest).

Garnier: (18-21) 4.16%, (26-29) 7.29% (Highest).

Sunsilk: (18-21) 6.25% (Highest), (22-25) 6.25% (Highest), (26-29) 1.04%.

Suave: (18-21) 3.125%, (22-25) 5.20% (Highest), (26-29) 3.125%

Others (Vatika): (18-21) 2.083% (Highest), (22-25) 2.083% (Highest), (26-29) 2.083%
(Highest).

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Anti-Dandruff Shampoo-Claim Fact Discrepancy (VENUS):

Currently Using Shampoo Brands

9
8
No. of Respondents

7
6
5
18-21
4
22-25
3
2 26-29
1
0
Clear Garnier Head & Life Bouy Nizoral Pantene Selsun Sunsilk Others
Shoulders Blue
Shampoo Brands

Figure 5.16

In the above chart we have divided the 96 respondents, who filled the questionnaire for Venus, on
the basis of shampoo brands that are currently being used by them. The percentage breakup for
each age group in the shampoo brand is as follows:

Clear: (18-21) 8.42% (Highest), (22-25) 2.10%, (26-29) 3.15%.

Garnier: (18-21) 6.31% (Highest), (22-25) 5.26%, (26-29) 1.05%.

Head and Shoulders: (18-21) 6.31% (Highest),(22-25) 4.21%, (26-29) 5.26%.

Lifebuoy: (18-21) 3.15% (Highest), (22-25) 3.15% (Highest), (26-29) 3.15% (Highest).

Nizoral: (18-21) 1.05%, (22-25) 2.10%, (26-29) 3.15% (Highest).

Pantene: (18-21) 6.31% (Highest), (22-25) 5.26%, (26-29) 4.21%.

Selsun Blue: (18-21) 4.21% (Highest), (22-25) 1.05%.

Sunsilk: (18-21) 5.26%, (22-25) 8.42% (Highest), (26-29) 4.21%.

Others (Body shop): (18-21) 1.05%, (22-25) 4.15% (Highest).

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Anti-Dandruff Shampoo-Puffery (VIVEL):

Currently Using Shampoo Brands

16
14
No. of Respondents

12
18-21
10
22-25
8
26-29
6
4
2
0
Clear Garnier Head & Lifebouy Nizoral Pantene Selsun Sunsilk Others
Shoulders Blue
Shampoo Brand

Figure 5.17

In the above chart we have divided the 96 respondents, who filled the questionnaire for Vivel, on
the basis of shampoo brands that are currently being used by them. The percentage breakup for
each age group in the shampoo brand is as follows:

Clear: (18-21) 6.31% (Highest), (22-25) 4.21 %,(26-29) 2.10%.

Garnier: (18-21) 3.15%, (22-25) 7.36% (Highest), (26-29) 1.05%.

Head and Shoulders: (18-21) 4.21%, (22-25) 15.78% (Highest), (26-29) 8.42%.

Lifebuoy: (18-21) 1.05%, (22-25) 5.26% (Highest), (26-29) 1.05%.

Nizoral: (18-21) 3.15% (Highest), (22-25) 2.10%, (26-29) 2.10%.

Pantene: (22-25) 5.26% (Highest), (26-29) 5.26% (Highest).

Selsun Blue: (18-21) 2.10%, (22-25) 4.21% (Highest), (26-29) 2.10%.

Sunsilk: (18-21) 4.21%, (22-25) 6.31% (Highest), (26-29) 2.10%.

Others (Clinic plus): (18-21) 1.05% (Highest), (22-25) 1.05% (Highest).

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6. Conclusion:
Our research required us to use the multi attribute model so that we can primarily understand the
difference in a consumer’s attitude towards a particular shampoo pre ad and post advertisement.
The multi attribute model was slightly changed so that our bases for assessment of the change in
behavior was in regards to the optimal users rating (Dermatologists) which was used in both the
cases pre ad and post advertisement. This was done so that we can have a strong base for
comparison and the results do not incorporate other external factors apart from deception. Also to
negate the chances of other external factors apart from deception, advertisement of those shampoo
brands was used in the study which was unknown to the respondents. By doing so we eliminated
all previous perceived perception that a respondent may or may not have had with a particular
brand.

According to the findings of both hypothesis testing and Multiattribute model, there are differences
between pre ad evaluation and post ad evaluation; hence deception definitely exists. However in
view of the Multiattribute model, the pre ad ratings of all four advertisements are scored higher by
the respondents, and after viewing the deceptive ad, the scorings have decreased by considerable
sum. This scenario portrays that shampoo users highly rated the attributes of pre-ad both in the
case of beauty and antidandruff shampoos, but subsequent to the advertisements; their opinions
have changed. This is because they deem that the advertisements cannot actually deliver what it
promises to give in the ads. Hence, deception has an adverse impact or is regarded as “negative”.
If the impact would have been a positive one, consumers would have actually been tricked and
swayed away by the exaggerated claims made in the ad; they would have rated the attributes greater
in post ad evaluation as they would have come under the impression that whatever the ad claims
is actually true.

Therefore, according to the application of Fishbein Multiattribute model in our study, deception
has less impact on consumers as the respondents has identified the deceiving effects in the ads. As
according to majority of respondents who rated the attributes lower in post ad evaluation: they
claimed that “most of the advertisements represent the good results of lightening and camera and
not necessarily the effectiveness of shampoos as experienced”, and responses like “Antidandruff
shampoos are a scam, their benefits are just enhanced in the ad to appeal to the audience and they
are not as effectual as shown in the advertisements” were commonly witnessed. For instance;

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Vivel markets its antidandruff shampoo with misleading, puffed up claims that the towel testing
will remove all dandruff flakes. The brand doesn’t have any specific proofs to claim this as no
medical or scientific research has been conducted to make this claim evident. Majority of the
respondents from our focus group survey have recognized this verity.

Following are the tables for each of the 4 advertisements; the pre-ad and the post-ad ratings are
after the model which was applied on each of the attribute. This basically shows change in the
ratings which respondents gave to the each attribute before and after watching the advertisement.

6.1. Consolidated Table for Pre and Post Advertisement Evaluation:

Attributes Pre-Ad Post-Ad

Beauty- Claim Fact Discrepancy(Nexus)

Cleanses and Freshens Hair 1496 1320
Reduces Hair Fall 1137 1005
Smoothes and softens hair 2000 1805
Leaves Hair Manageable 2065 1740
Boosts Hair Shine 2075 1440
Contains nutrients, protein and vitamins 822 666
Volumizes and strengthens the hair 1608 736
Fragrance 1182 1116
Produces lather/foam 800 744

Beauty- Puffery (Tresemme)

Cleanses and freshens hair 1488 1380
Reduces Hair Fall 1143 1110
Smoothes and softens hair 1975 1950
Leaves Hair Manageable 1980 1875
Boosts Hair Shine 1990 1675
Contains nutrients, protein and vitamins 1484 1364
Volumizes and strengthens the hair 1572 1500

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 Fragrance 906 915
Produces lather/foam 592 524
Antidandruff- Claim Fact Discrepancy
(Venus)
Soothes dry and flaky skin 1672 1512
Removes and prevents dandruff of all types 2030 1800
Nourishment of scalp i.e. adds the required
nutrients to hair 1616 1512
Relieves itching of scalp 1170 1065
Eliminates fungal infections caused by dandruff 1143 909
Cleanses and freshens hair 1532 1500
Produces lather/foam 1131 1125
Long shelf life 1056 1062
Fragrance 952 900

Antidandruff- Puffery (Vivel)

Soothes dry and flaky skin 1508 1404
Removes and prevents dandruff of all types 1990 1860
Nourishment of scalp i.e. adds the required
nutrients to hair 1516 1444
Relieves itching of scalp 1188 963
Eliminates fungal infections caused by dandruff 1113 849
Cleanses and freshens hair 1664 1536
Produces lather/foam 1122 1047
Long shelf life 1101 1026
Fragrance 1424 1396
Figure 6.1

Nowadays consumers have become more aware of how to smartly make their purchasing decisions
and what to buy and what not to. With technological advancement, bombardment of
advertisements has also increased dramatically; which means consumers see so many ads around
all the time that the appeals or deception used to impress them doesn’t affects them in this era. The

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advancement in information technology has actually changed the dynamics of business world and
its operations all together. Consumers have become well informed and they can compare different
alternatives by viewing them on different mediums such as internet, TV, magazines and make
rational decisions. Proliferation of media has played an imperative role in creating awareness
among consumers.

It is evident that marketers try to create a distinct image among the target audience about their
brand by using various techniques and advertising and production appeals as in this case of
shampoo. Consumers also have a huge amount of information at their disposal before choosing
any particular brand. Therefore advertisements are seen as persuasive techniques to generate sales
only and people are less likely to get deceived by it.

Besides deception, consumers also consider other factors like brand likeability, preference etc.
Many of the shampoo users can identify deception in the advertisements of their favorite brands
but they still have a positive perception towards it because they aren’t affected by deception but
are more convinced with the brand itself. Hence, consumers can easily detect deception but they
products on the basis of other favorable factors like: brand preference, discounts etc.

To conclude it can be irrefutably said that deception does not have a significant impact on
consumer attitude as proved by the multi attribute model and hypothetical testing. It is because of
the consumer empowerment and high level of awareness among them which means he/she has
several choices before buying any product or service. In addition to this, strong rivalry in the
market has compelled competitors to produce good quality products at cheap rates in order to
survive and prosper in the market.

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7. Recommendations:
 Advertisers should focus in advertisements on how the shampoo actually works in a natural
way instead of using vague statements and overly exaggerated attributes as consumers in
today’s world aren’t imprudent to be deceived.

 Emotional appeal should be given emphasis to in the advertisements of shampoos because

that would have a greater effect on consumers rather than rational appeal only. Rather than
just showing what ingredients the shampoo contains and how it can do wonders to your
hair, it should have a strong emotional message in the ad that can attract the target audience.

 Advertisers shouldn’t use claim fact discrepancy deception type as it creates consumer
confusion. When accurate information isn’t provided to the consumers, they can
misperceive the real message of the ad which may lead to loss of sales. Therefore, an ad
should be free of any ambiguity and vagueness.

 Often small claims are made in the ad which is negligible to consumers and they often
ignore them. Tresemme claims in its ad with a small asterisk that “Breakage Tresemme
Shampoo & Conditioner VS Non Conditioning Shampoo”. This has a conditionality
attached to it so it is important for consumers to understand it, hence advertisers should
refrain from it.

 Advertisers should emphasize on the core functioning of the product category

appropriately. The advertisement should focus on the Unique Selling Points and core
proposition of the brand; as in the case of Vivel it focused on attributes pertaining to a
beauty shampoo such as strengthening hair more rather than highlighting attributes related
to an antidandruff shampoo.

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8. Limitations of the study:
The limitation of our study primarily includes lack of time and resources due to which we have
restricted our research to only two imperative deception types and its impact on merely two
shampoo categories and not on a range of hair care products. Our scope of research confines to
two products class i.e. beauty and anti-dandruff only and others such as herbal, color-treated hair
shampoos etc couldn’t be covered.

Furthermore, our study involves “forced exposure” of deceptive ads to respondents which could
have affected their attitude as they would have viewed the ad with a perception in their mind that
they have to see it carefully in order to answer the questions. Hence, consumers would have
watched the advertisement vigilantly as compared to a “real/normal setting”, where they normally
fail to notice a lot of things in the advertisement.

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9. Benefits of the Study:
This study may also prove to be beneficial for numerous local shampoo manufacturing companies
as it looks in to attributes of the shampoo and the importance each consumer gives to them in both
categories. Shampoo manufacturers may get an idea as to which attribute of shampoo is deemed
most essential by experts.

As we plan to ask consumers about what triggers them to change their attitude towards the
particular shampoo after viewing the ad, this may give us a good combination of reasons and an
in-depth analysis about consumer psychology. In addition, this study may also assist advertising
students or individuals interested in this field for their research work. Moreover, Multiattribute
Attitude model can be applied in many behavioral studies too.

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10. Areas of Further Study:
Deceptive advertisement is a widely used concept in different types of advertising mediums, to
deceive consumers into buying products. It is not particular to shampoos and FMCG products only.
Deceptive advertisement is widely used in the fast food industry where consumers get food items
which are quite different from those shown in the menus. Apart from this it is heavily used in skin
care products where promises are made which the product when used does not quite live up to. So
our study can be modeled very easily so that it can be used in different types of industries and
calculate the amount of consumers being deceived due to different types of deception.

The multi attribute model can be used in all these areas in a similar way to gauge deception and
calculate to what extent the consumers at the end get deceived and in what attributes of the product.
The multi attribute model also can be used by marketers so that they can understand and compare
similar products and learn how different types of advertisement effect buying habits of consumers
and what set of attributes ultimately stimulates purchasing patterns.

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12. Appendices:
12.1. Plagiarism Check

Turnitin Originality Report

Babar_Ali_Abid_1011341.docx by Anonymous
From ReportsSpring2014 (Spring2014)

 Processed on 21-Apr-2014 12:17 PKT

 ID: 418839735
 Word Count: 19659

Similarity Index
3%
Similarity by Source
Internet Sources:
2%
Publications:
2%
Student Papers:
2%

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12.2. Consolidated Hypothesis Testing Table:

Nexus Tresemme Vivel Venus

Cleanses and freshens Cleanses and freshens Soothes dry and flaky Soothes dry and flaky
hair hair skin skin
Reduces Hair Fall Reduces Hair Fall Removes and prevents Removes and prevents
dandruff of all types dandruff of all types
Smoothes and Softens Smoothes and Softens Nourishment of scalp Nourishment of scalp
Hair Hair i.e. adds the required i.e. adds the required
nutrients to hair nutrients to hair
Leaves Hair Leaves Hair Relieves itching of Relieves itching of
Manageable Manageable scalp scalp
Boosts Hair Shine Boosts Hair Shine Eliminates fungal Eliminates fungal
infections caused by infections caused by
dandruff dandruff
Contains nutrients, Contains nutrients, Cleanses and freshens Cleanses and freshens
protein and vitamins protein and vitamins hair hair

Volumizes and Volumizes and Produces lather/foam Produces lather/foam

strengthens the hair strengthens the hair

Fragrance Fragrance Long shelf life Long shelf life

Produces lather/foam Produces lather/foam Fragrance Fragrance

Key:

H0: Attribute is not effected by Claim fact discrepancy

H1: Attribute is effected by Claim fact discrepancy

H0: Attribute is not effected by Puffery

H1: Attribute is effected by Puffery

12.3. Questionnaire:

Screener Questionnaire:
1. Age:

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 18-21
22-25
26-29

2. Where do you live?

Clifton
Defence Housing Authority
PECHS
Gulistan-e-Jauhar
North Nazimabad
Bahadurabad
Sindhi Muslim housing society
Federal B Area
Muslimabad
KDA
Other option

3. Which of the following beauty shampoo do you currently use?

Dove
Pantene
Sunsilk
Suave
Garnier
Palmolive
Finesse
Lifebuoy

Or which of the following antidandruff shampoo do you currently use?

Sunsilk
Head & Shoulders
Pantene
Clear
Garnier
Lifebuoy
Nizoral
Selsun Blue
Other option

Pre-ad Evaluation:
Rate the following attributes of BEAUTY SHAMPOO according to their importance; with 1
being “not at all important” and 5 being “extremely important”:
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 1 2 3 4 5

Not at all Somewhat Neutral Important Extremely

important Important Important

ATTRIBUTES RATING

Cleanses and freshens hair

Reduces hair fall

Smoothes and softens hair

Leaves hair manageable

Boosts hair shine

Contains nutrients, protein and vitamins

Volumizes and strengthens the hair

Fragrance

Produces lather/foam

Post-ad Evaluation:
After viewing this ad, now please rate the brand’s attributes of BEAUTY SHAMPOO according
to its importance.

1 2 3 4 5

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 Not at all Somewhat Neutral Important Extremely
important Important Important

ATTRIBUTES RATING

Fragrance

Boosts hair shine

Produces lather/foam

Cleanses and freshens hair

Contains nutrients, protein and vitamins

Volumizes and strengthens the hair

Reduces hair fall

Smoothes and softens hair

Leaves hair manageable

Pre-ad Evaluation:
Rate the following attributes of ANTIDANDRUFF SHAMPOO according to their importance;
with 1 being “not at all important” and 5 being “extremely important”:

1 2 3 4 5

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 Not at all Somewhat Neutral Important Extremely
important Important Important

ATTRIBUTES RATING

Soothes dry and flaky skin

Removes and prevents dandruff of all types

Nourishment of scalp i.e. adds the required nutrients to hair

Relieves itching of scalp

Eliminates fungal infections caused by dandruff

Cleanses and freshens hair

Produces lather/foam

Long shelf life

Fragrance

Post-ad Evaluation:
After viewing this ad, now please rate the brand’s attributes of ANTIDANDRUFF SHAMPOO
according to its importance.

1 2 3 4 5

Not at all Somewhat Neutral Important Extremely

important Important Important
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 ATTRIBUTES RATING

Relieves itching of scalp

Fragrance

Produces lather/foam

Nourishment of scalp i.e. adds the required nutrients to hair

Eliminates fungal infections caused by dandruff

Long shelf life

Soothes dry and flaky skin

Removes and prevents dandruff of all types

Cleanses and freshens hair

Circle/Tick the below:

Beauty Shampoo- Claim Fact Discrepancy (Nexus):

Do you think Nexus will provide increased shine to your hair?

Yes No

Do you think Nexus will provide the right amount and the right combination of the proteins and
nutrients that will fulfill the requirement of your hair?

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Yes No

Anti-Dandruff - Claim Fact Discrepancy (Venus):

Do you think that Venus will nourish your scalp in a better way?

Yes No

Do you think that using Venus will help in soothing dry and flaky skin?

Yes No

Beauty- Puffery (Tresemme):

Do you think that Tresemme will volumize and strengthen your hair?

Yes No

Do you think that Tresemme will help in boosting your hair shine?

Yes No

Anti-Dandruff – Puffery (Vivel):

Do you think that Vivel will remove and prevent scalp from all types of dandruff?

Yes No

Do you think that the strength of your hair will increase if Vivel is used?

Yes No

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Dermatologists’ Visiting Cards:

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