Citation:Francis, A.M., Eldose, A. Anjitha, G., Athira, E. H., Neethu, R., Pooja Khosh, M. and Thamburu, S. (2018). Gauging the Predictor Importance of Deceptive Advertisement Impact: An Application of Ensemble Model Accuracy Boosting. 9th International Conference on Business and Information (ICBI-2018), Department of Management Studies and Toc H Institute of Science and Technology, India, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.p.07
Date:2018
Abstract:
An advertisement plays a vital role in the purchasing behavior of every customer. It also
influences the consumption pattern of customers. The main purpose of this study is to find out
the predictor importance of deceptive advertising .This research explores the impact of
deceptive advertisement on students with reference to cosmetics products. For achieving the
objective, 4 independent variable was selected and the impact of these variables was measured.
The study was conducted by collecting questionnaire from 100 students from different colleges
at Kerala. And descriptive research design was used in this study. With the help of an ensemble
model, the accuracy of data has been boosted. The findings provided new insights on how
deceptive advertisement influences the cosmetics industry. We found that there is a fairly
significant impact of deceptive advertising by cosmetics products on the students. The result
showed that the deceptive advertising has more impact on consumer buying behavior through
deception (Hayder, 2017). There are some laws enforced by government but not in practice to
ensure consumer right and protect them from any deception in India (Hayder, 2017).
Advertisement which intentionally mislead the customers by misrepresentation of nature,
quality, characteristics offered by various companies are Deceptive Advertisement. The study
was intended to ascertain the extent to which the deception was involved in cosmetic related
advertisements and its impact on customers and the response of them to the misleading price
claims and exaggerated claims
