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Contents: Preface. Introduction. The Law's View of Deception as a Legal Concept. The Law's View of Deceptiveness as a Behavioral Concept. Behavioral Researchers' View of Deceptiveness as a Behavioral Concept. A Proposed Theory and Definition of Deceptiveness. A Design for the Measurement of Deceptiveness. Pilot Study. Summary. Appendices: Original Advertisements. "True" Memoranda. "False" Memoranda. No-Attribute-Information Control Stimuli. Instructions and Questionnaires.