We employ experimental economics techniques to gain insight into the factors that affect consumer susceptibility to fraudulent advertising. We asked participants to rate the credibility of a series of mock-ups of plausible and implausible print advertisements that we designed. We then measured a...

The research investigates the advertising effectiveness on brand judgment and consumer preferences in Pakistan. Advertising is often seen as an efficient but sometimes ineffective external influence on buyer behavior in making the purchase decision. Marketers are therefore seeking ways to make...