Document Type
Article
Publication Date
2014
College/Unit
Reed College of Media
Abstract
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.
Digital Commons Citation
LEE, SANG Y., "When Do Consumers Believe Puffery Claims? The Moderating Role of Brand Familiarity and Repetition" (2014). Faculty & Staff Scholarship. 1170.
https://researchrepository.wvu.edu/faculty_publications/1170