46

Consumer complaints about deceptive marketing tactics are receiving a lot of attention online and in the media. It therefore seems crucial to further investigate perceived consumer deception from a theoretical perspective. The academic literature on the subject mainly deals with objective consumer deception, while less is known about consumer perceptions of deception. This study defines perceived deception, enabling researchers and practitioners to understand the consumer perspective on deception better. Subsequently, a systematic review of thirty-six studies that empirically investigated consumer deception was conducted. In particular, this study identifies seven factors that explain the diversity in results (e.g., moderation and mediation processes, various forms of manipulations, the use of different metrics). By explaining the consequences of consumer deception, this article sheds light on the implications for marketers, researchers, and public policy makers.