Honesty is not an absolute… what does this mean for brands?

In a study released today at the British Science Festival at Surrey University, Guildford, it appears that opinions of honesty and dishonesty are not cut and dried. See the article in the Independent for more info.

The key finding is that people differ over their opinions – there is a discrepancy between how the sexes view honesty and dishonesty and how different generations view it. This then poses the question about how this affects peoples perceptions of brand values. Where such issues as probity are important, in finance for example some may be more tolerant than others about dodgy dealing. The same may be true of brand claims.

Perhaps this goes some way to explain why the Clinton brand was not unduly damaged by some of his dissembling?

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