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The Impact of Deceptive Advertising on the Consumer Buying Behavior
Elenn Joy P. Anay, Mary Cris Anlocday, Princess Karyll P. Azcuna, Mary Joy D. Bacala,
Lovely Dyl A. Baculio, Joh Ann Meh T. Bagas, Isaac A. Betancor, Jhoera Mae D.
Edmilao, Shekaina E. Luding, and Ryca R. Villanueva
College of Management and Accountancy, PHINMA Cagayan de Oro College
BAM 069: Business Research
Chela Colao Valledor
November 2023
, 2
The Impact of Deceptive Advertising on the Consumer Buying Behavior
People act and react to things differently, their unique personalities, preferences,
and attitudes distinguish their different behaviors. These distinctions then gave businesses
a way to study and understand consumer consumption and buying patterns. According to
Ananda Kumar (2016), consumers go through six stages in their buying behavior process:
problem recognition, information search, alternative evaluation, purchase decision,
purchase, and post-purchase evaluation. Thus, this study will focus on the consumer
behavior in information searching and purchase decision-making. Nowadays, consumer
buying behavior is characterized by independence, where individuals prefer conducting
product research online and making purchase decisions without relying on any sales
associates (Serelle, 2022). They often watch advertisements in the internet through
different forms of media platforms such as ads in YouTube and TikTok videos, movies,
blogs, various social media sites, and music. Advertising is recognized as one of the most
effective promotional techniques for increasing product demand (Islam, 2021), that is
why most companies today heavily rely on internet platforms in marketing their products.
Meanwhile, some businesses make use of their ability of having much easier control over
online ads and tend to exaggerate the details of their products in commercials, or worse,
engage in deceptive advertising.
Understanding consumer buying behavior is very essential to businesses as it
provides important views for marketers to build strategic plans concerning how
individuals or groups make decisions and buy products. Gaining insights in this approach
empowers companies to enhance their marketing strategy, catering precisely to the
requirements and preferences of their customers (Iqbal et al, 2022). Moreover, analyzing
The Impact of Deceptive Advertising on the Consumer Buying Behavior
Elenn Joy P. Anay, Mary Cris Anlocday, Princess Karyll P. Azcuna, Mary Joy D. Bacala,
Lovely Dyl A. Baculio, Joh Ann Meh T. Bagas, Isaac A. Betancor, Jhoera Mae D.
Edmilao, Shekaina E. Luding, and Ryca R. Villanueva
College of Management and Accountancy, PHINMA Cagayan de Oro College
BAM 069: Business Research
Chela Colao Valledor
November 2023
, 2
The Impact of Deceptive Advertising on the Consumer Buying Behavior
People act and react to things differently, their unique personalities, preferences,
and attitudes distinguish their different behaviors. These distinctions then gave businesses
a way to study and understand consumer consumption and buying patterns. According to
Ananda Kumar (2016), consumers go through six stages in their buying behavior process:
problem recognition, information search, alternative evaluation, purchase decision,
purchase, and post-purchase evaluation. Thus, this study will focus on the consumer
behavior in information searching and purchase decision-making. Nowadays, consumer
buying behavior is characterized by independence, where individuals prefer conducting
product research online and making purchase decisions without relying on any sales
associates (Serelle, 2022). They often watch advertisements in the internet through
different forms of media platforms such as ads in YouTube and TikTok videos, movies,
blogs, various social media sites, and music. Advertising is recognized as one of the most
effective promotional techniques for increasing product demand (Islam, 2021), that is
why most companies today heavily rely on internet platforms in marketing their products.
Meanwhile, some businesses make use of their ability of having much easier control over
online ads and tend to exaggerate the details of their products in commercials, or worse,
engage in deceptive advertising.
Understanding consumer buying behavior is very essential to businesses as it
provides important views for marketers to build strategic plans concerning how
individuals or groups make decisions and buy products. Gaining insights in this approach
empowers companies to enhance their marketing strategy, catering precisely to the
requirements and preferences of their customers (Iqbal et al, 2022). Moreover, analyzing
