Misleading Marketing Communication

Viktor Smith is an Associate Professor at the Department of Management, Society, and Communication, Copenhagen Business School. He has headed and participated in a number of collaborative research projects and is currently leader of the cross-departmental research group FairSpeak at Copenhagen Business School. His key research interests include naming & framing, multimodal communication, and the border-zone between persuasion and communicative fairness.Daniel Barratt is an Associate Professor at the Department of Management, Society, and Communication, Copenhagen Business School. He is the director of CogLab, a facility for conducting experimental perceptual and cognitive research based at the same department. He has a background in the fields of film, philosophy, and cognitive science. Peter Møgelvang-Hansen is Full Professor Emeritus at CBS LAW, Copenhagen Business School. His key research interests are business law, marketinglaw, consumer law, and enforcement. He is the author and co-author of an extensive number of textbooks. academic papers, reports, and white books. He has been a member of a wide range of councils, boards, and commissions. Furthermore, he has been functioning as an expert judge at the Danish Maritime and Commercial Court and a member of the Commission for Marketing and Advertising of ICC Denmark. Alexander U. Wedel Andersen has a Master’s Degree in Intercultural Market Studies from Copenhagen Business School (2019). He has contributed to the work presented in the present book as part of his Master Thesis project and as a Student and Graduate Research Assistant at the Department of Management, Society, and Communication, Copenhagen Business School (2019-2020). He is now working as a Search Engine Marketing Specialist at Bigum&Co.

• Part I: Background.- Chapter 1: Setting the scene- Chapter 2: he legal conception of misleading product labelling and its operationalization- Chapter 3: Measuring misleadingness: The preference-conscious choice modelled and observed- Part II: Studies- Chapter 4: Study 1: Low-fat claims on real-market products.-  Chapter 5: Study 2: Low-fat claims on fictitious products.- Chapter 6: Study 3: What’s behind the keyhole.- Chapter 7: Study 4: ”Local” by facts or by atmosphere?- Part III: General discussion.-  Chapter 8: Why do consumers get it wrong?- Chapter 9: Implications for fair labelling practices: How to get it right.- Chapter 10: Concluding remarks.