Truth in Marketing: A theory of claim-evidence relations

Can we believe the claims that marketers make? Does truth in marketing matter? Apparently not…

Despite the role of regulators, marketing claims are often ruled to be misleading, deceptive or incomplete. Surprisingly, scholars of marketing ethics have devoted little time to this key issue. This may be because although key codes of marketing conduct insist on truthful communications, there is only limited understanding of what truthfulness itself actually entails.

This innovative book develops...