DOCSLIB.ORG

Consumer Confusion: a Test of the Behavioural Perspective Model

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Consumer Confusion: a Test of the Behavioural Perspective Model CONSUMER CONFUSION: A TEST OF THE BEHAVIOURAL PERSPECTIVE MODEL by Ioanna Anninou A Thesis Submitted in Fulfilment of the Requirements for the Degree of Doctor of Philosophy of Cardiff University Marketing and Strategy Section of Cardiff Business School, Cardiff University September 2013 DECLARATION This work has not previously been accepted in substance for any degree and is not concurrently submitted in candidature for any degree. Signed ……… ……………………. (Ioanna Anninou) Date ……16 September 2013….. STATEMENT 1 This thesis is being submitted in partial fulfilment of the requirements for the degree of PhD. Signed ……… ……………….…. (Ioanna Anninou) Date ……16 September 2013…... STATEMENT 2 This thesis is the result of my own independent work/investigation, except where otherwise stated. Other sources are acknowledged by footnotes giving explicit references. Signed ……… …………………. (Ioanna Anninou) Date ……16 September 2013….. STATEMENT 3 I hereby give consent for my thesis, if accepted, to be available for photocopying and for inter-library loan, and for the title and summary to be made available to outside organisations. Signed ……… ………………… (Ioanna Anninou) Date ……16 September 2013….. ii ACKNOWLEDGEMENTS This study has been the result of both personal and academic interest towards consumer emotions (especially the case of consumer confusion) and rule-governed behaviour. It is the product of discussions (on practical and theoretical aspects) with both Professor Gordon Foxall and Dr. John Pallister, who as my supervisors, I would like to deeply thank for their support throughout this project. They have both been great advocates of this attempt, offered constructive criticism, corrections and encouragement, in order for the final form of this thesis to be realised. It goes without saying that the greatest gratitude for the implementation of this task should be attributed to the research participants, who contributed to the quantitative study and pilot tests and spent some of their personal time, views and in many cases valuable resources for the completion of this task. I would also like to thank both the account and project manager of the online research panel for the great help they offered with this project. Dr. Mirella Yani-de-Soriano supported this study especially with comments on the first drafts of the questionnaire and the quantitative analysis of the data. Dr. I. Christodoulou and Dr. A. Piterou have also facilitated the process of pilot test data collection and I would like to express my gratitude to them. Several academics who participated in the 2nd Biennial AMS Doctoral Consortium commended on early proposals of the thesis and it has been a pleasure meeting them. Both Lainey Clayton and Elsie Philips from the PhD office have always been kind and helpful, even when times were difficult. My warm thanks also go to other PhD students (friends) at Cardiff Business School and especially my flatmate at Cardiff, Anastasia, with whom we have taken this long PhD journey together. Last and foremost a great thank you to my family. Especially my parents, my sister, my brother-in-law and nephew have given me their unequivocal support. My husband, Theo, had to deal with all of my daily problems and times that my confidence was tested. Without his support this study would not be realised. No words seem enough to express my gratitude to him. iii ABSTRACT In light of the increasing academic and practical importance of consumer confusion, more theoretical and empirical inquiries are necessary in order to comprehend this concept. This study extends the notion of confusion by adopting the idea of self- based rules. Confusion can be defined as a self-based track (or better a rule for the lack of rules and norms, a special case of anomy). As a rule, there is a differing language that can be used to describe it– the first, extensional, deals with confusion as an overall response to physical and social stimuli and the other, intentional, deals with it in terms of individual understanding and beliefs. This study uses the theoretical principles of the Behavioural Perspective Model (BPM) as its primary device. The current state of the BPM dictates the use of an extensional language (BPM-E). The model will be extended and placed within the framework and study of an intentional explanation (BPM-I). The explanatory or interpretative role that confusion can play in these models will be described. Specific research hypotheses that correspond to these explanations have been developed. In order to implement these objectives a main quantitative survey (N=260) which provided data on 520 consumer situations, has been informed by a meaningful in the produced results pilot-exploratory study (N=7) and multiple qualitative (N=10) and quantitative (N=56) pilot tests and discussions with knowledgeable and lay participants. Multiple regression and ANOVA indicate significant main effects when Mehrabian and Russell’s affective scales and different kinds of confusion (similarity-complexity) are used to predict approach-avoidance behavioural responses. Additionally, support is provided for the patterns expected from the affective and behavioural variables when these are applied to other situations beyond the original eight contingency categories of the BPM. The main contribution of this study lies with the inclusion of an aversive consequence of shopping situations in the BPM and the extension of the model towards embracing and applying intentionality. Overall, this study supports the supposition put forward by Foxall (2004; 2007a; 2007b; 2013) that the intentional BPM can add and extend the explanatory power of the extensional model. KEYWORDS: Retail settings, Behavioural Perspective Model (BPM), intentional behaviourism, utilitarian and informational reinforcement, consumer confusion, rule-governed behaviour, self-based rules. iv TABLE OF CONTENTS ACKNOWLEDGEMENTS ........................................................................................................................ III ABSTRACT ..................................................................................................................................................IV TABLE OF CONTENTS .............................................................................................................................. V LIST OF TABLES ........................................................................................................................................ X LIST OF FIGURES ................................................................................................................................. XIII ABBREVIATIONS ................................................................................................................................... XIV 1. INTRODUCTION ................................................................................................................................ 1 1.1. Introduction ..................................................................................................................................... 1 1.2. Research Background ..................................................................................................................... 1 1.2.1. Sustainable Retailing– Environmental Concerns ......................................................................... 2 1.2.2. Multichannel Shopping on the Rise ............................................................................................. 3 1.2.3. Changing Consumer Behaviour ................................................................................................... 4 1.2.4. Retailtainment .............................................................................................................................. 5 1.2.5. Market Dominance ...................................................................................................................... 5 1.2.6. Overall Evaluation of the Retail Environment ............................................................................. 6 1.3. Research Problem ........................................................................................................................... 9 1.4. Research Purpose and Objectives ............................................................................................... 13 1.5. Research Hypotheses .................................................................................................................... 14 1.6. Justification of this Research ....................................................................................................... 16 1.7. Research Methodology ................................................................................................................. 17 1.8. The Contributions of this Thesis.................................................................................................. 18 1.9. Thesis Structure and Order ......................................................................................................... 19 1.10. Conclusion ..................................................................................................................................... 22 2. THE NATURE OF CONFUSION IN PSYCHOLOGICAL RESEARCH ................................... 23 2.1. Introduction ................................................................................................................................... 23 2.2. Previous Treatments of Emotional Words ................................................................................
Load more

Recommended publications
  • How Does National Culture Impact on Consumers' Decision-Making Styles?
    Available online at http://www.anpad.org.br/bar BAR, Curitiba, v. 7, n. 3, art. 3, pp. 260-275, July/Sept. 2010 How Does National Culture Impact on Consumers’ Decision‐making Styles? A Cross Cultural Study in Brazil, the United States and Japan Chan Yie Leng * E-mail address: [email protected] Escola Brasileira de Administração Pública e de Empresas/Fundação Getúlio Vargas – EBAPE/FGV Rio de Janeiro, RJ, Brazil. Delane Botelho E-mail address: [email protected] Escola de Administração de Empresas de São Paulo /Fundação Getúlio Vargas – EAESP/FGV São Paulo, SP, Brazil. ABSTRACT This empirical article investigates the relationship between national culture and consumer decision-making styles in the purchase of cell phones, a product category that appears to be required by consumers independent of their nationalities. To make the research measurable, we used Hofstede’s four cultural dimensions (power distance, uncertainty avoidance, individualism, and masculinity) and Sproles and Kendall’s Consumer Style Inventory framework (quality conscious, brand conscious, innovative, recreation, price conscious, impulsive, confused and brand loyal), and tested nine hypotheses through MANOVA in a sample of 108 buyers of the product in Brazil, 104 in the USA, and 107 in Japan, countries ranked in the top ten of the world’s largest cell phone market. Factor Analysis via Principal Component Analysis was conducted to examine the suitability of the eight-factor model in observations from each country. The three nationalities and the eight decision-making styles were treated as independent and dependent variables, respectively. Findings showed mixed evidence for the application of Hofstede’s cultural dimensions to decision-making styles.
    [Show full text]
  • Imagined Consumers: How Judicial Assumptions About the American Consumer Impact Trademark Rights, for Better and for Worse
    DePaul Journal of Art, Technology & Intellectual Property Law Volume 22 Issue 2 Spring 2012 Article 3 Imagined Consumers: How Judicial Assumptions about the American Consumer Impact Trademark Rights, for Better and for Worse Andrew Martineau Follow this and additional works at: https://via.library.depaul.edu/jatip Recommended Citation Andrew Martineau, Imagined Consumers: How Judicial Assumptions about the American Consumer Impact Trademark Rights, for Better and for Worse, 22 DePaul J. Art, Tech. & Intell. Prop. L. 337 (2012) Available at: https://via.library.depaul.edu/jatip/vol22/iss2/3 This Seminar Articles is brought to you for free and open access by the College of Law at Via Sapientiae. It has been accepted for inclusion in DePaul Journal of Art, Technology & Intellectual Property Law by an authorized editor of Via Sapientiae. For more information, please contact [email protected]. Martineau: Imagined Consumers: How Judicial Assumptions about the American C IMAGINED CONSUMERS: HOW JUDICIAL ASSUMPTIONS ABOUT THE AMERICAN CONSUMER IMPACT TRADEMARK RIGHTS, FOR BETTER AND FOR WORSE I. INTRODUCTION The scope of trademark protection in the United States has significantly expanded since the passage of the original Lanham Act. Many trademark experts believe that this trend should be halted or even reversed.' These experts think that modem trademark law overprotects the owners of well-known marks, with little or no real benefit to consumers.2 Basically, they want to see trademark law return to its roots: protecting the consumer from confusion as to the source of the products and services they purchase.' One popular solution to this problem is the trademark use requirement.4 However, recent cases and articles cast doubt upon the viability of the trademark use doctrine.! This Article proposes another solution, which could be easily implemented-really, it would require just that judges shift their view of the contemporary consumer.
    [Show full text]
  • Towards a Conceptual Model of Consumer Confusion
    ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Towards a Conceptual Model of Consumer Confusion Vincent-Wayne Mitchell, City University of London Gianfranco Walsh, University of Strathclyde Mo Yamin, University of Manchester ABSTRACT - As consumers are provided with ever-increasing amounts of information from more products sold through more channels and promoted in more ways, the notion of marketplace confusion is becoming increasingly important. From the extant literature, we propose and define three types of confusion resulting from brand similarity, information load, and misleading or ambiguous information. This latter type can be regarded as an 'altered knowledge state' in which a revision of understanding occurs. We argue that confusion should be conceptualized as a state variable and that existing confusion measures have focused solely on the behavioral and cognitive outcomes of confusion, ignoring the role of affect which is also a part of confusion. The paper is the first to discuss the consequences of confusion and elaborate on consumer confusion-reducing strategies. It concludes with some research implications of the new conceptualization. [to cite]: Vincent-Wayne Mitchell, Gianfranco Walsh, and Mo Yamin (2005) ,"Towards a Conceptual Model of Consumer Confusion", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 143-150. [url]: http://www.acrwebsite.org/volumes/9058/volumes/v32/NA-32 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.
    [Show full text]
  • Emerging Consumer Engagement Models in Healthcare
    An eGain White Paper Emerging Consumer Engagement Models in Healthcare Better Healthcare Journeys by Design © 2021 eGain Corporation. All rights reserved. Changing healthcare industry landscape The Patient Protection and Affordable Care Act (PPACA) is fundamentally transforming the healthcare industry landscape. The insurance industry is making an irreversible shift from a predominantly wholesale model to a growing retail model. Establishment of public exchanges will bring an influx of tens of millions of new customers representing a major business opportunity. Along with this phenomenal opportunity comes a challenge: Health insurance companies are about to witness a consumer revolution. Accustomed to a B2B marketing approach, insurers are now entering a new era of marketing directly to consumers. To succeed in the new marketplace, health insurance providers need proven customer engagement and customer experience models. New business opportunities 7 million new consumers enrolled in the health exchange marketplace in 2014. And the market is expected to grow to $200 billion by 2019. 52% of insurance executives expect their companies “to compete for a slice of the pie.” 57% of insurance executives expect individual business to grow, and 46% expect growth in their small group business. (Source: PwC) Insurers who currently do not participate in individual or small groups markets see this as an opportunity to enter new markets. New challenges Customer experience: Helping consumers navigate complex touchpoints that involve a series of influencers, providers, financial institutions, and retailers. Online customer acquisition in new B2C sales models. Consumer education: Educating uninsured consumers about a complex range of plan options and choices. Social engagement model to manage consumer and market perception.
    [Show full text]
  • Consumer Confusion Choosing Me-Too Snack Packages: an Experimental Study
    Consumer Confusion Choosing Me-too Snack Packages: an Experimental Study Track: Marketing management Key words: Consumer confusion, Me-too products, Packaging, Snacks. Consumer Confusion Choosing Me-too Snack Packages: an Experimental Study Abstract We hypothesize that a) the presence of a leading brand next to a me-too brand and b) the presence of the brand on the package prevents consumer confusion. This experimental design includes six categories of snacks (chocolate covered cake, cookies with a waffle surface, chocolate chip cookies, crackers, lollypops, and gummy candy); for each we estimate two logit models: one for the probability of behavioral confusion and another for the probability of cognitive confusion. Results support both hypotheses. Previous studies use cognitive rather than behavioral measures of confusion; we show that these are complementary measures. Results yield important practical implications. Introduction The me-too strategy is a controversial one because follower brands imitate characteristics of successful leading brands. The strategy of the flower brand is to launch a product for which the leading brand has build a relatively strong product demand along with consumer awareness of product benefits and characteristics. In turn, the leading brand will resist the strategy of the imitator brand by suing the brand that emulates the package design and product characterizes. Courts deal with imitation cases throughout all types of product categories, automobiles, fast food, packaged food, pharmaceuticals, and clothing, among others (Foxman, Berger, & Cole, 1992). For society, the me-too strategy has its plus and down sides because it occurs in mature markets where there is a large demand for a well-known product (Sohn, 2008).
    [Show full text]
  • A Consumer Decision-Making Theory of Trademark Law Mark Mckenna Notre Dame Law School, [email protected]
    Notre Dame Law School NDLScholarship Journal Articles Publications 2012 A Consumer Decision-Making Theory of Trademark Law Mark McKenna Notre Dame Law School, [email protected] Follow this and additional works at: https://scholarship.law.nd.edu/law_faculty_scholarship Part of the Intellectual Property Law Commons, and the Law and Economics Commons Recommended Citation Mark McKenna, A Consumer Decision-Making Theory of Trademark Law, 98 Va. L. Rev. 67 (2012). Available at: https://scholarship.law.nd.edu/law_faculty_scholarship/1112 This Article is brought to you for free and open access by the Publications at NDLScholarship. It has been accepted for inclusion in Journal Articles by an authorized administrator of NDLScholarship. For more information, please contact [email protected]. A CONSUMER DECISION-MAKING THEORY OF TRADEMARK LAW Mark P. McKenna* INTRODUCTION ................................................................................ 68 I. THE SEARCH COSTS THEORY .................................................... 73 A. The Problem with Search Costs ......................................... 81 1. Irrelevant Search Costs ................................................. 84 2. The Value of Search Costs ............................................ 86 3. The Language of Search Costs Invites Courts to View Confusion as the Problem................................... 92 B. The DoctrinalConsequences of Focusing on Search Costs ................................................................................... 94 1. Sponsorship or Affiliation
    [Show full text]
  • Consumer Purchasing Behaviour and Environment Label - a Bibliography
    Consumer Purchasing Behaviour and Environment Label - A Bibliography CERC-ENVIS RESOURCE PARTNER CONSUMER EDUCATION AND RESEARCH CENTRE, AHMEDABAD, INDIA. 1 Consumer Purchasing Behaviour and Environment Label: A Bibliography Sponsored by ENVIS (Environment Information System) Ministry of Environment, Forest and Climate Change Government of India New Delhi Year 2018 Compiled by ENVIS Resource Partner on Environment Literacy - Eco-labelling and Eco-friendly Products ENVIS Team Dr. V.G. Patel Chairman, CERC Uday Mawani Chief Executive Officer and Project Coordinator Dr. Ashoka Ghosh Programme Officer Mr. Milan Soni Information Officer Ms. Priyanka Joshi Research Associate www.cercenvis.nic.in Consumer Education and Research Centre, Ahmedabad DISCLAIMER The Content of the publication is made available with the sole purpose of providing scientific information from secondary sources and is not meant for commercial use and purposes. The information provided has been obtained from various secondary sources and inputs, and while efforts have been made to ensure the accuracy of the content, CERC-ENVIS Resource Partner is not responsible for, and expressly disclaims all liability for damages of any kind arising out of use reference to, or reliance on such information. ECO- MAKE CONSUMERSLABELS g r e e n 2 Introduction In recent years the businesses are being encouraged to adopt more environmentally friendly business practices. Consumers are increasing today. The increase in consumer concern in relation to their surrounding natural environment has started to show off their consumption behaviour. It leads to the creation of a new group of consumers as the green consumers who prefer and are willing to buy these products. Consumers have different buying behaviour and these behaviours are constantly changing as a result of the availability of better alternatives to choose from.
    [Show full text]
  • Emerging Gray Market Balance: a Global Perspective on Solutions for the Nineties Timothy P
    Hastings Communications and Entertainment Law Journal Volume 10 | Number 4 Article 9 1-1-1988 Emerging Gray Market Balance: A Global Perspective on Solutions for the Nineties Timothy P. Rumberger Follow this and additional works at: https://repository.uchastings.edu/ hastings_comm_ent_law_journal Part of the Communications Law Commons, Entertainment, Arts, and Sports Law Commons, and the Intellectual Property Law Commons Recommended Citation Timothy P. Rumberger, Emerging Gray Market Balance: A Global Perspective on Solutions for the Nineties, 10 Hastings Comm. & Ent. L.J. 1101 (1988). Available at: https://repository.uchastings.edu/hastings_comm_ent_law_journal/vol10/iss4/9 This Note is brought to you for free and open access by the Law Journals at UC Hastings Scholarship Repository. It has been accepted for inclusion in Hastings Communications and Entertainment Law Journal by an authorized editor of UC Hastings Scholarship Repository. For more information, please contact [email protected]. Emerging Gray Market Balance: A Global Perspective on Solutions for the Nineties by TIMOTHY P. RUMBERGER* Introduction Advanced communications and transport systems have em- powered twentieth century multinational corporations to man- ufacture, distribute and market consumer products globally.1 In the wake of these international lines of distribution, a bur- geoning network of "parallel" trading2 has emerged to compete with "established" dealer channels.3 Annually importing billions of dollars in trademarked goods4 * Timothy P. Rumberger, a May 1989 J.D. candidate at Hastings College of the Law, currently externs for United States District Court Judge Marilyn Hall Patel in the Northern District of California. In the field of international economics, Mr. Rumberger served at the White House on the Presidential Commission on World Hunger under President Carter from 1979-80, and completed further study abroad on the East Asia Study Program in Japan, Taiwan, Korea, Hong Kong, and the Peoples Republic of China.
    [Show full text]
  • Likelihood of Confusion”: Toward a More Sensible Approach to Trademark Infringement
    Copyright 2012 by Northwestern University School of Law Printed in U.S.A. Northwestern University Law Review Vol. 106, No. 3 TAKING THE CONFUSION OUT OF “LIKELIHOOD OF CONFUSION”: TOWARD A MORE SENSIBLE APPROACH TO TRADEMARK INFRINGEMENT Robert G. Bone ABSTRACT—This Article critically examines the core infringement standard for trademark law—the “likelihood of confusion” test—which imposes liability if an appreciable number of consumers are likely to be confused by the defendant’s use of its mark. The test is a mess. It produces bad results, is doctrinally incoherent, and lacks a sensible normative foundation. It chills socially valuable uses and facilitates excessively broad expansions of trademark law, and it includes factors that make no sense as predictors of likely confusion. Most importantly, the test erroneously assumes that consumer confusion is enough to warrant liability without regard to the harmful consequences or the moral wrongfulness of the defendant’s conduct. This Article diagnoses these problems and proposes a set of promising reforms. It begins by presenting a systematic history of the test’s origins. The likelihood of confusion test emerged in the early 1960s as a compromise between conflicting views about the proper scope of protection against noncompeting uses, a compromise that papered over the conflict without resolving the underlying normative disagreement. The result is a test without a secure normative foundation and one that remains plagued by the conflicts and disagreements that gave it birth. The test’s history also suggests a promising avenue for reform. To improve the infringement standard, one must start at the normative level and work from a coherent theory of trademark law’s goals.
    [Show full text]
  • Building Model for Consumer Decision Making in Digital Market
    Predicting changing pattern: building model for consumer decision making in digital market Item Type Article Authors Kumar, Anil; Mangla, Sachin Kumar; Luthra, Sunil; Rana, Nripendra P.; Dwivedi, Yogesh K. Citation Kumar, A. et al ‘Predicting changing pattern: building model for consumer decision making in digital market ‘, Journal of Enterprise Information Management, 31 (5), pp.674-703. doi: 10.1108/JEIM-01-2018-0003 DOI 10.1108/JEIM-01-2018-0003 Publisher Emerald Insight Journal Journal of Enterprise Information Management Rights Archived with thanks to Journal of Enterprise Information Management Download date 28/09/2021 00:04:32 Link to Item http://hdl.handle.net/10545/623202 Predicting Changing Pattern: Building Model for Consumer Decision Making in Digital Market Abstract Purpose – Consumers have the multiple options to choose their products and services, which have a significant impact on the pattern of consumer decision making in digital market and further increases the challenges for the service providers to predict their buying pattern. In this sense, the present work efforts to propose a structural hierarchy model for analysing the changing pattern of consumer decision making in digital market by taking an Indian context. Design/methodology/approach – To accomplish the objectives, the research is conducted in two phases. An extensive literature review is performed in the first phase to list the factors related to the changing pattern of consumer decision making in digital market and then fuzzy Delphi method is applied to finalize the factors. In the second phase, fuzzy Analytic Hierarchy Process (AHP) is employed to find the priority weights of finalized factors.
    [Show full text]
  • Counteracting Consumer Confusion
    COUNTERACTING CONSUMER CONFUSION By Vincent-Wayne Mitchell Too many items for sale, too many shops in which to browse and Alan Giles and too little time to buy it all. Consumers today are inundated with immeasurable information on more products sold through more channels and promoted in more ways than ever before. In this article for Criticaleye, Vincent-Wayne Mitchell of Cass Business School and Fat Face’s Alan Giles look at what causes consumer confusion and how it can be reduced to make sales shopping less draining, giving retailers a greater share of the pie. www.criticaleye.net 01 The causes of consumer instances, simply added to the confusion. Many experienced purchasers, who normally confusion consumers invest hours researching a relatively buy from you, are less likely to compare minor purchase online, losing sight of whether the products they buy thoroughly and One obvious source of perplexity is this investment in time could ever provide a regularly, and are less likely to be the nature of the products themselves. return in terms of a better purchasing decision. confused than inexperienced ones. Televisions, for example, are inherently more complicated than shampoos. Finally, pricing can cause consumer This is partly because although they Technically complex products, such as confusion especially when factoring in consider a greater number of information games consoles, mobile phones and PCs, the relative benefits of loyalty schemes, dimensions, heavy users look at fewer brand present compatibility issues and dramatically money-off, percentage off, three-for-two alternatives, and the knowledge that stems increase the anxiety of purchasing.
    [Show full text]
  • Unbranding, Confusion, and Deception
    Harvard Journal of Law & Technology Volume 24, Number 1 Fall 2010 UNBRANDING, CONFUSION, AND DECEPTION Aaron Perzanowski* TABLE OF CONTENTS I. INTRODUCTION.................................................................................. 1 II. BRAND TRANSFORMATION .............................................................. 4 A. Rebranding................................................................................... 4 1. Some Motivations for Rebranding ............................................ 5 2. The Economic Rationale for Rebranding.................................. 8 B. Unbranding ................................................................................ 10 1. Some Variables in Unbranding ............................................... 14 III. CONFUSION AND ITS LIMITS......................................................... 17 A. The Rationales for Trademark Law ........................................... 18 1. Applying Trademark Rationales to Unbranding ..................... 21 B. Analyzing Unbranding Through a Trademark Lens .................. 24 C. The Structural Limitations of Trademark Law .......................... 27 IV. DECEPTION ................................................................................... 31 A. False Advertising Under the Lanham Act.................................. 32 1. Consumer Standing and Vicarious Avengers.......................... 33 2. False or Misleading and Arbitrary or Fanciful........................ 36 B. The FTC’s Deceptive Acts or Practices Power.........................
    [Show full text]