The College of Administration and Economics at the University of Baghdad discussed, a PhD dissertation in field of Business Administration by the student (Eshrak Mohsin Abdul Sada) and tagged with (The moderating role of knowledge in reducing the impact of marketing deception to protect consumer rights ) , Under supervision of (Prof. Dr. Nadum Jawad Abid )
The research aims to study and determine the role of knowledge as a moderating variable in reducing the impact of marketing deception to protect consumer rights, according to the opinions of a sample of consumers in large retail markets, as the topic of knowledge and protection of consumer rights is of great importance due to its relative novelty and its impact on the future of the individual and society, and for this purpose, it was formulated Seven main hypotheses for research, hypotheses of association and influence, addressing the negative impact of the marketing deception (product deception, promotional deception, price deception, distribution deception) and the moderating role of knowledge (objective knowledge, subjective knowledge, general knowledge, and special knowledge) in reducing those effects, and the responsive variable. Protecting consumer right, (The right to basic needs, the right to safety, the right to obtain information, the right to be heard, the right to compensation, the right to choose, the right to education, and the right to live in a healthy environment)
The research targeted a sample of consumers (278) individuals who frequent the markets, and after testing the validity and reliability of the tools Measurement of the research variables. The data was analyzed and the hypotheses were tested using appropriate statistical tools and methods for processing the data, represented by the arithmetic mean and standard deviation for the purpose of describing and analyzing the research sample, the Pearson correlation coefficient to test the relationships between the research variables, the simple linear regression equation, multiple regression, and testing the indirect effect of the Moderating variable role of knowledge. For the purpose of completing the collection of data and information, the questionnaire was used as the main tool for collecting data for individuals in the research sample, and a group of programs were employed, including (SPSS-v25 and Excel 2013).
The results of the research showed the validity of the correlation relationships and the influence of the variables, which were significant for most stages of the impact of marketing deception in protecting consumer rights, and consumer knowledge was not able to indirectly reduce the negative impact of marketing deception. The most prominent recommendations centered on how to reduce the impact of marketing deception, enhance consumer knowledge, and activate and achieve protection for consumer rights.
