Advertising Ethics: a Field Study on Turkish Consumers

Abstract

This study examines whether use of deception in ads, cultural stereotyping, sexual stereotyping, and emotional exploitation factors have an influence on the Turkish consumers. Specifically, the aim is to discover whether each of these four factors have any impact on the consumers ' recall of the ad and subsequent purchasing decisions. The results of this study should help foreign and domestic advertising agencies and their clients, already existing in or planning to enter the Turkish market, in understanding the Turkish consumers better.