When Do Consumers Believe Puffery Claims? The Moderating Role of Brand Familiarity and Repetition

In the United States, exaggerated advertising claims for products and services, known as "puffery," make up a considerable proportion of all claims in the marketplace. Legally, advertisers do not need to substantiate the puffery claims because it is believed that consumers would not be dec...

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Bibliographic Details
Published in:Journal of promotion management 2014-03, Vol.20 (2), p.219-239
Main Author: Lee, Sang Yeal
Format: Article
Language:English
Subjects:
Advertising
advertising regulation
brand familiarity
Brand identification
Brands
Consumer behavior
Consumers
Economic analysis
False advertising
Production management
Products
puff
puffery
repetition
Studies
U.S.A
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Summary:In the United States, exaggerated advertising claims for products and services, known as "puffery," make up a considerable proportion of all claims in the marketplace. Legally, advertisers do not need to substantiate the puffery claims because it is believed that consumers would not be deceived by such exaggerated claims. This research reports two experiments that examined the moderating role of brand familiarity and repetition on puffery claims. Results indicated that while puffery generally led to weak main effects, it had significant interaction effects with brand familiarity (Study 1) and claim repetition (Study 2) on the dependent variables.
ISSN:1049-6491
1540-7594
DOI:10.1080/10496491.2014.885481