Professor Tong Guo found debunking unproven information can make a difference in consumers' perceptions if companies join efforts or product regulators get involved
The digital era and the ubiquity of social media have intensified the impact of misleading advertising. For example, some brands might take advantage of unsubstantiated claims trending online about product components, and offer ingredient-free alternatives that purport to be healthier than the current offerings in the market, sometimes at a higher price.
[This article has been reproduced with permission from Duke University's Fuqua School of Business. This piece originally appeared on Duke Fuqua Insights]