Gotcha! Findings from an Exploratory Investigation on the Dangers of Using Deceptive Practices in the Mail-Order Business

Joelle Vanhamme, Adam Lindgreen

Research output: Contribution to journalJournal articleResearchpeer-review


This exploratory investigation examines the impact of some Belgian mail-order companies' deceptive practices—specifically, the use of gifts—on long-term relationships with their customers. The results support the premise that the use of deceptive gifts first elicits negative surprise and, subsequently, disappointment or even outrage. Deceptive gifts also seem to have a negative impact on the company's brand image and on the trust customers place in the company and its products. The results also suggest that the use of deceptive gifts hinders customer retention and customer loyalty. Moreover, deceptive gifts deprive the company of valuable advantages, such as preference for its products and positive perceptions of the company and its products, which could result from using non-deceptive gifts. © 2001 John Wiley & Sons, Inc.
Original languageEnglish
JournalPsychology & Marketing
Issue number7
Pages (from-to)785-810
Number of pages26
Publication statusPublished - 2001
Externally publishedYes

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