Although marketing researchers often find it necessary to deceive their research participants, little attention has been given within marketing to the ethical issues underlying the use of deception or to the potential consequences of deceptive research practices. This article provides a conceptual starting point for developing a more complete understanding of deception in marketing research, including an ethical analysis from the viewpoint of consequentialist and deontological theories of moral reasoning. A research agenda is outlined that draws on the extensive behavioral science literature on this topic and includes empirical questions relevant to the ethical, methodological, and disciplinary implications of using deceptive practices in marketing research. Despite a growing focus on the ethical issues inherent in the investigation of human participants, academic researchers in marketing have given relatively scant attention to the uses of ethically questionable research practices, such as deception, the invasion of privacy, and breaches of confidentiality. This inattention to the rightness and poten-