Abstract
Changes in the marketing environment of mail-order retailing (e.g., widespread acceptance of credit cards, increased sales of technologically complex high ticket items, and the increasing use of toll-free numbers for inbound calls) have increased sales substantially in this retailing channel. Consequently, opportunities for deception abound. Bloom has provided a model that is useful for diagnosing information problems in consumer markets and suggests potential courses of response action contingent upon form of deception. The authors report an investigation of deception in the mail-order electronics industry and use the Bloom model as a framework for interpreting the results. The findings indicate that, in addition to consumer education about forms of deception in the market, public policy changes are needed to protect many affected publics in addition to consumers.
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