The extent of “deceptive” advertising by wine retailers: caveat venditor

Omer Gokcekus
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Abstract

Purpose

The purpose of this study is to assess the presence of deceptive advertising practices in wine retailers’ e-mails and, if identified, to analyze the extent and content of these deceptive advertisements.

Design/methodology/approach

The study follows an observational research design to examine the accuracy of two claims that were made in 258 marketing e-mails from two major wine retailers in New Jersey, USA: (1) that all wines have 90+ scores; and (2) that these wines are offered at a deeply discounted price.

Findings

The study found that only 3.9% of cases accurately supported both major claims made: the wines having 90+ scores and being offered at a discounted price. Both claims were inaccurate in 64.7% of cases. Nearly half (49.3%) of the advertised wines had concealed critic’s scores below 90 points. Recipients were told they could save 37.2% by purchasing from the advertising retailer, but they could have actually saved 12.7% more by buying the wines elsewhere.

Research limitations/implications

The study’s limitations include the small sample size. Variations between different wine retailers and their advertising practices require further investigation.

Practical implications

Advertised discounts and scores may be inaccurate or incomplete, causing consumer confusion and disappointment, erosion of wine advertisements’ as well as wine retailers’ and wine experts’ credibility.

Social implications

Deceptive advertising can erode consumer trust and lead to unfair practices. Consumers may make purchasing decisions based on misleading information. Deceptive practices create an uneven playing field, giving businesses that engage in them an unfair advantage, hindering market transparency and ethical businesses. Policymakers should develop regulations to protect consumers and ensure fair competition.

Originality/value

An investigation of deceptive advertising practices in the wine industry has not been done before. This exploratory study contributes to consumer awareness and highlights the importance of truthful and transparent marketing practices.

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葡萄酒零售商 "欺骗性 "广告的程度:注意事项
目的本研究的目的是评估葡萄酒零售商的电子邮件中是否存在欺骗性广告行为,如果发现,则分析这些欺骗性广告的程度和内容。本研究采用观察研究设计,对美国新泽西州两家主要葡萄酒零售商的 258 封营销电子邮件中的两项声明的准确性进行了检验:(1) 所有葡萄酒的评分都在 90 分以上;(2) 这些葡萄酒以超低折扣价出售。研究结果本研究发现,只有 3.9% 的案例准确地支持了这两项主要声明:葡萄酒的评分都在 90 分以上和以折扣价出售。在 64.7% 的案例中,这两种说法都不准确。近一半(49.3%)的广告葡萄酒隐藏了低于 90 分的评论家评分。收件人被告知从广告零售商处购买葡萄酒可以节省 37.2%,但实际上他们从其他地方购买葡萄酒可以节省 12.7%。社会影响欺骗性广告会削弱消费者的信任,导致不公平的行为。消费者可能会根据误导性信息做出购买决定。欺骗性行为会造成不公平的竞争环境,使从事欺骗性行为的企业获得不公平的优势,阻碍市场透明度和企业道德。政策制定者应制定相关法规来保护消费者,确保公平竞争。原创性/价值对葡萄酒行业欺骗性广告行为的调查以前从未有过。这项探索性研究有助于提高消费者的意识,并强调了真实、透明的营销行为的重要性。
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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