Module 8
Learning objectives:
- Discuss the types of
misrepresentation
- Identify what constitute lying
- Differentiate direct and indirect
misrepresentation
Introduction
Marketing is making people aware that
goods with specific characteristics and uses
exist and then awakening in them the desire
to possess the goods for their esteem or
functional value. Some people with no moral
principles commit unethical business
practices include making false statements
about the quality, content and usefulness of
the product . Persuading the customer to
buy the product by using emotionalism
rather than logic and actual need for the
Product misrepresentation
Misrepresentation is the
transformation of information into
misinformation.
Types of misrepresentation:
a) Intentional misrepresentation is
deliberate and willful. It is
commonly called lying.
b) Unintentional misrepresentation is
not deliberate. The person is not aware
that he is engaging in
misrepresentation. It is commonly
called a white lie.
A lie takes place when the person’s
actions are not in congruence with his
thoughts and with the intention to
deceive others.
Types of lying
1) Use of ambiguous terms
2) Use of false statements
3) Lying through action
4) Suppression of correct information
Other types of misrepresentation:
1) Direct misrepresentation is
characterized by actively
misrepresenting something
about
the product or service.
a) deceptive packaging is placing the
product in containers of exaggerated
sizes and misleading shapes to give a
false impression of its actual contents.
b) adulteration is the unethical
practice of debasing a pure or genuine
commodity by counterfeiting it.
c) misbranding or mislabeling is the
practice of making false statements
on the label of a product or making
its container similar to a well-known
product.
d) short weighing is the common
practice of tampering the weighing
scales.
e) short changing is a situation where
the seller gives the customer less than
the change he should get.
f) short measuring is an unethical
practice observed in products that
depend on length or volume.
g) short numbering is when the seller
gives the consumer the quantity by
piece of the product less than the
number he has paid for.
h) misleading advertising distract
consumers attention away from
information , knowledge which would
probably make their products less
desirable.
2) Indirect misrepresentation is
characterized by omitting adverse
information about the product or
service. It includes:
a) caveat emptor means “let the buyer
beware”
b) business ignorance is a form of
passive deception
Summary
Misrepresentation is the transformation of
information to misinformation.
Types of misrepresentation are intentional and
unintentional misrepresentation. Other types are
classified as direct and indirect misrepresentation.
Direct misrepresentation includes deceptive
packaging, adulteration, misbranding or
mislabeling, short weighing, short changing, short
measuring, short numbering and misleading
advertising. Indirect misrepresentation such as
caveat emptor and business ignorance.