Behavioral responses against misleading discount campaigns: Role of perceived deception and dissatisfaction

The aim of this study is to examine the effect of misleading discount campaigns on consumers' behavioral responses to the business. In addition, the role of perceived deception and consumer dissatisfaction in the impact of misleading discount campaigns on behavioral responses was examined. Quantitative method was used in the research. The population of this research consists of consumers who prefer the 10 most popular Turkish clothing brands in 2021, based on Marketing Turkey data. The data of the research, in which the purposeful sampling technique was used, were obtained through face-to-face and online questionnaires. The obtained data were analyzed by Structural Equation Modeling (AMOS). As a result of the analysis, it was determined that misleading discount campaigns did not have a significant effect on consumers' dissatisfaction and behavioral reactions to the business. On the other hand, misleading discount campaigns strongly affect perceived deception on consumers. Moreover, it has been determined that perceived deception has a mediating role in the effect of misleading discount campaigns on consumers' behavioral responses and dissatisfaction with the business. In addition, perceived deception increases consumer dissatisfaction. Finally, in the research, it has been determined that perceived deception and dissatisfaction have a negative effect on consumers' behavioral responses towards the business.