Effects of Product Puffery on Response to Print Advertisements
Year: 1980
Type: article
Abstract: A comparative treatments experiment designed to test the relative effects of product puffery in a print advertisement against the effects of accurate and understated print advertisements in a product trial situation was executed. The results indicate that the use of puffery leads to several negative effects. The use of puffery was found to produce a negative change in (1) evaluations of the particular advertisement and sponsoring company; (2) message credibility; and (3) intent to purchase the advertised product. Understatement of product value, however, was found to produce a positive effect on these variables once subjects had used the product.
Authors: Bruce G. Vanden Bergh, Leonard N. Reid
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W1538477388