Abstract

CAVAZOS-ARROYO, Judith. Millennials’ perception of advertisement deception during “Buen Fin” promotions in Mexico City. CienciaUAT [online]. 2022, vol.16, n.2, pp.59-72.  Epub May 16, 2022. ISSN 2007-7858.  https://doi.org/10.29059/cienciauat.v16i2.1581.

Deception in advertising is a practice that has been increasing to achieve the sale of products and services and involves an ethical issue. The objective of this work was to examine the relationship of skepticism and the perception of deception in the advertising of “Buen Fin” and its effect on the attitude, credibility on advertisements, and purchase intention of millennials. A quantitative, explanatory and cross-sectional research was conducted on 392 millennials living in Mexico City. The results showed that, indeed, skepticism on “Buen Fin” advertising will increase deception perception and both parameters will negatively influence indirectly purchase intention, since the reliability of the product is in doubt.

Keywords : advertising skepticism; deceptive advertising; attitude towards advertising; credibility; purchase intention.