search query: @indexterm usa / total: 11682
reference: 100 / 11682
| Author: | Gao, Z. Scorpio, E.A. |
| Title: | Does puffery deceive? An empirical investigation |
| Journal: | Journal of Consumer Policy
2011 : JUN, VOL. 34:2, p. 249-264 |
| Index terms: | consumer behaviour perception brands advertising law USA |
| Freeterms: | experiments |
| Language: | eng |
| Abstract: | This paper reports four experiments exploring whether puffery (henceforth as: pfy.) in advertising deceives or not. The 1st study tested the effects of six levels of pfy. on consumer perceptions (as: prcps.) of advertisement (here as: ad/s.) truthfulness (here as: t-ness.) and brand attitude. The 2nd study tested the effect of pfy. on prcps. of ad/s. t-ness. under low- and high-product involvement conditions. The 3rd study compared pfy. to fact-based claims, finding that these claims increased prcps. of ad/s. t-ness. The 4th study found that prcps. of ad/s. t-ness. decreased with the consumer exposing to pfy. in an ad and also in a competitor's ad. |
SCIMA