Book contents
- The Cambridge Handbook of Marketing and the Law
- The Cambridge Handbook of Marketing and the Law
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Contributors
- Introduction
- Part I Understanding Consumer Behavior
- 1 The Purchase Funnel and Litigation
- 2 Implications of the Consumer Journey to Traditional Consumer Surveys for Litigation
- 3 “They Ruined Popcorn”
- 4 Valuation of Personal Data
- Part II Understanding Marketing Phenomena
- Part III Methodological Advances
- Part IV How the Law Protects
2 - Implications of the Consumer Journey to Traditional Consumer Surveys for Litigation
from Part I - Understanding Consumer Behavior
Published online by Cambridge University Press: 29 June 2023
Book contents
- The Cambridge Handbook of Marketing and the Law
- The Cambridge Handbook of Marketing and the Law
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Contributors
- Introduction
- Part I Understanding Consumer Behavior
- 1 The Purchase Funnel and Litigation
- 2 Implications of the Consumer Journey to Traditional Consumer Surveys for Litigation
- 3 “They Ruined Popcorn”
- 4 Valuation of Personal Data
- Part II Understanding Marketing Phenomena
- Part III Methodological Advances
- Part IV How the Law Protects
Summary
The traditional legal framework for assessing liability for false and misleading advertising is whether the advertising is likely to deceive consumers acting reasonably under the circumstances. Typically, the plaintiff also has to show materiality – that the allegedly deceptive advertising would be important in a consumer’s decision to purchase the product or service.1
- Type
- Chapter
- Information
- The Cambridge Handbook of Marketing and the Law , pp. 36 - 62Publisher: Cambridge University PressPrint publication year: 2023