The Level of Impact of Deceptive Advertisement to Online Consumers

CONCEPCION, Carla Marie

MATIAS, Lorebel Jane
VIAJE, Alvin R
PABUSTAN, Cyril
SANCHEZ, Ramon
Objectives:

 To identify the level of impact of deceptive advertisement to online consumers

Interpretation of Data

In determining the Level of Impact of Deceptive Advertisement to Online

Consumers, the Likert scale will be used, It used five-point scale; each point

corresponding a likert term.

Points Scale Verbal Interpretation

5 4.01-4.75 Extremely aware
4 3.25-4.00 Moderately aware
3 2.50-3.24 Somewhat aware
2 1.75-2.49 Slightly aware
1 1.00-1.74 Not at all aware

No. Of Not at all Slightly Somewha Moderately Extremel TOTAL

Questio aware aware t aware aware y aware

n
1 2 7 11 3 2 2.84
2 1 3 6 11 4 3.56
3 0 1 10 12 2 3.6
4 1 2 4 11 7 3.84
5 0 2 4 7 12 4.16
6 0 3 12 4 6 3.52
7 2 2 4 10 7 3.72
8 1 0 3 6 15 4.36
9 0 2 3 7 13 4.24
10 1 1 5 9 9 3.96
Summary of Findings

GENDER Percentage(%)
MALE 6 24%
FEMALE 19 76%
TOTAL 25 100%
Table.3.: Gender of the respondents

As presented in table 3, the total of our female respondents are 19 and male

respondents are 6.

50%
40%
30%
20%
10%
0%
Not at all Aware Slightly Aware Somewhat Aware Moderately Aware Extremely Aware

Figure.1. Consumers are not likely to accept unethical deceptive advertisement when

the product is high quality

Out of 25 respondents, 11 (44%) somewhat aware of consumers not likely

accepting unethical deceptive advertisements, 7 (28%) are slightly aware, 3 (12%) are

moderately aware, and 2 (8%) for both not at all aware and extremely aware.
 50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Not at all Aware Slightly Aware Somewhat Aware Moderately Aware Extremely Aware

Figure.2. Deceptive advertisement might affect the consumers' purchasing decisions.

A total of 25 respondents responded making 11 (44%) are moderately aware of

deceptive advertising affects consumer’s decision, 6 (24%) are somewhat aware of it, 4

(16%) are extremely aware, 3(12%) are slightly aware, and 1 (4%) are not at all aware

for a total of 100%.

60%

50%

40%

30%

20%

10%

0%
Not at all Aware Slightly Aware Somewhat Aware Moderately Aware Extremely Aware

Figure.3. Deceptive advertisement assesses audiences' belief arising from disputed

promotional messages

25 respondents were asked if they are aware of deceptive advertisements

assess audience’s belief arising from disputed promotional messages and 12 (48%)

were moderately aware, 10 (40%) were in between, 2 (8%) were extremely aware, and

1 (4%) were slightly aware of it.

 50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Not at all Aware Slightly Aware Somewhat Aware Moderately Aware Extremely Aware

Figure.4. Deceptive advertisement makes consumer/customer doubt when it comes to

purchasing products.

Out of 25 respondents, 11 (44%) are moderately aware of deceptive

advertisements giving doubts to customers when buying, 7 (28%) are extremely aware,

4 (16%) are somewhat aware, 2 (8%) are slightly aware, and 1 (4%) are not at all

aware.

60%

50%

40%

30%

20%

10%

0%
Not at all Aware Slightly Aware Somewhat Aware Moderately Aware Extremely Aware

Figure.5. would be hard for them to trust again the sellers

A total of 25 respondents’ responded making 12 (48%) are extremely aware of

trust issues because of deceptive advertisements, 7 (28%) are moderately aware, 4

(16%) are somewhat aware, and 2 (8%) are slightly aware of the issue.
 60%

50%

40%

30%

20%

10%

0%
Not at all Aware Slightly Aware Somewhat Aware Modereately Aware Extremely Aware

Figure 6. false information can lead in depression towards consumer

25 respondents were asked if they are aware of false information may lead to

depression and 12 (48%) were somewhat aware, 6 (24%) were extremely aware, 4

(16%) were moderately aware, and 3 (12%) were slightly aware.

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Not at all Aware Slightly Aware Somewhat Aware Moderately Aware Extremely Aware

Figure 7. advertising deception can make the consumer felt uneasiness.

Out of 25 respondents, 10 (40%) are moderately aware of deceptive

advertisements making consumers feel uneasy, 7 (28%) are extremely aware, 4 (16%)

are somewhat aware, and 2 (8%) for both not at all aware and slightly aware for a total

of 100%.
 70%

60%

50%

40%

30%

20%

10%

0%
Not at all Aware Slightly Aware Somewhat Aware Moderately Aware Extremly Aware

Figure 8. Customer become a critical thinker when it comes to purchasing product

through online

A total of 25 respondents responded making 15 (60%) are extremely aware of

consumers being critical thinker when purchasing products after being a victim of

deceptive advertisements, 6 (24%) are moderately aware, 3 (12%) are somewhat

aware, and 1 (4%) are not at all aware.

60%

50%

40%

30%

20%

10%

0%
Not at all Aware Slightly Aware Somewhat Aware Moderately Aware Extremely Aware

Figure 9. Customer might get disappointed of the possible changes in the appearance

of the actual product to what they see in the advertisement.

 25 respondents were asked if they are aware of the possibility that customer gets

disappointed if what they see isn’t what the get and 13 (52%) were extremely aware, 7

(28%) were moderately aware, 3 (12%) were somewhat aware, and 2 (8%) were slightly

aware of the issue.

40%

35%

30%

25%

20%

15%

10%

5%

0%
Not at all Aware Slightly Aware Somewhat Aware Moderately Aware Extremly Aware

Figure 10. Deceptive advertisement leads the online consumers towards unsatisfactory

to the product.

Out of 25 respondents, 9 (36%) for both extremely aware and moderately aware

of unsatisfactory of the customer because of deceptive advertisement, 5 (20%) are

somewhat aware, and 1 (4%) for both not at all aware and slightly aware for a total of

100%.

Conclusion

Most misleading or false advertisements have an impact to online shoppers.

They have been exposed to many false or misleading claims when consuming
advertisements. Consumers become more careful when they encounter false

advertising.

The problem was conducted to know “The Level of Impact of Deceptive

Advertisement to the Online Shoppers. The researchers conduct a thorough study and

were able to collect the data with the aid of an online survey questionnaire. We have 25

respondents, who already experience being fooled by deceptive advertisements.

Based on the results, most of the online consumers are aware that misleading

advertisement affect their purchasing decisions and change their behavior. The

consumers' now become vigilance and critical thinker when it comes to purchasing

products through online.

Recommendation

Based on the foregoing findings and conclusions of the study, the following were

strongly encouraged by the researchers:

1. Try to know the factors affecting consumers' buying behavior.

2. Differentiate the advertising techniques used in online and actual selling.

3. Do the survey to respondents that ages 25-40 years old.

4. Try to study the effects of deceptive advertisement to sellers.

5. Investigate the reasons why sellers do deceptive advertising.

Questions:

1. Consumers are not likely to accept unethical deceptive advertisement when the

product is high quality

2. Deceptive advertisement might affect the consumers' purchasing decisions

3. Deceptive advertisement assesses audiences' belief arising from disputed

promotional messages

4. Are you aware that being a victim of deceptive advertisement makes

consumer/customer doubt when it comes to purchasing products?

5. When the customer becomes a victim of deceptive advertisement it would be

hard for them to trust again the sellers?

6. Are you aware that being a victim of false information can lead in depression

towards consumer?

7. The thought of being a victim of advertising deception can make the consumer

felt uneasiness.

8. When consumers become victims of misinformation, they become a critical

thinker when it comes to purchasing product through online

9. Online consumers are aware that they might get disappointed of the possible

changes in the appearance of the actual product to what they see in the

advertisement.

10. Deceptive advertisement leads the online consumers towards unsatisfactory to

the product.