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Deception has been practiced by sellers since the beginning of the marketplace. Research in marketing ethics has established benchmarks and parameters forethical behavior that include honesty, full disclosure, equity, and fairness. Deception in marketing, however, has not received the same level of attention. This paper proposes to treat deception in marketing within the context of criminology. By examining deception in marketing within the context of criminology, additional insight can be gained into identifying its antecendents and the likelihood of its occurrence. (...) To this end, deception in marketing is interpreted under the empathy/harm matrix, Cressey’s fraud triangle, and the transparency/time-lag matrix. These frameworks are then combined into a diagram detailing antecedents affecting the likelihood of marketing agents participating in deceptive marketing actions. A number of propositions are presented. (shrink)