How and when factual ad claims mislead consumers: Examining the deceptive consequences of copy x copy interactions for partial comparative advertisements

The current research considers how ad claims that are factual may mislead c onsumers. This possibility is examined in the context of advertisements tha t present a combination of comparative and noncomparative information. In p articular, the authors explore how and when processing of the former type o f ad information can cause deceptive beliefs about the latter type of ad in formation, an outcome referred to as "copy x copy" interactions. The author s examine alternative processes that may underlie copy x copy interactions, as well as when these interactions are most likely to occur by testing the ir robustness across potential moderators. The authors also provide evidenc e regarding the magnitude and seriousness of copy x copy interactions and p resent implications for public policy and directions for additional researc h.