Does Puffery Deceive? An Empirical Investigation

Gao, Zhihong; Scorpio, Elaine A.

doi:10.1007/s10603-011-9159-4

Cited by 20 publications

(32 citation statements)

References 17 publications

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“…This result is in contrast to the extant literature that puffery affects audiences' attitudes and purchase intentions (e.g., Cowley, 2006;Gao & Scorpio, 2011;Kamins & Marks, 1987;Rotfeld & Rotzoll, 1980;Rotfeld & Rotzoll, 1981;Rotfeld & Preston, 1981;Xu & Wyer, 2010). Similar to the results in our current study, Cowley and Gao and Scorpio (2011) found puffery hurt credibility and perceived truthfulness.…”

Section: Puffery-main Effectcontrasting

confidence: 65%

“…Preston (1975) developed a theory/model that puffery has six levels and two other researchers tested Preston's model. Haan and Berkey (2002) did not find empirical support for the six-level model of puffery while Gao and Scorpio (2011) did find empirical support. Kopalle and Assuncao (2000) considered what conditions might be appropriate for using puffery.…”

Section: Studymentioning

confidence: 86%

“…When participants perceive they have more relative knowledge, puffery enhances product evaluations for professional magazines but decreases evaluations for ads in a popular magazine. Gao and Scorpio (2011) Find strong empirical support for Preston's (1997) theory that the six levels of puffery vary in strength and likelihood of implied facts. Amyx and Amyx (2011) No main effect of puffery on persuasion.…”

Section: Studymentioning

confidence: 97%

“…Skepticism of ads is expected to negatively influence how people respond to ads. Furthermore, the use of puffery in advertising has exhibited negative effects on consumer ad and brand attitudes as well as a negative effect on attitudes about deceit and exaggeration (see: Cowley, 2006;Gao & Scorpio, 2011;Marks & Kamins, 1988;Vanden Bergh & Reid, 1980). Thus, an interaction effect of skepticism and puffery is expected.…”

Section: Puffery and Skepticism Interactionmentioning

confidence: 99%

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Interaction Effect of Ad Puffery and Ad Skepticism on Consumer Persuasion

Amyx

Lumpkin

2016

Journal of Promotion Management

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Section: Puffery-main Effectcontrasting

confidence: 65%

Section: Studymentioning

confidence: 86%

Section: Studymentioning

confidence: 97%

Section: Puffery and Skepticism Interactionmentioning

confidence: 99%

See 2 more Smart Citations

Interaction Effect of Ad Puffery and Ad Skepticism on Consumer Persuasion

Amyx

Lumpkin

2016

Journal of Promotion Management

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“…This theory has been used to explain the effect of repeated advertising exposure on advertising effectiveness, for which purchase intentions are a common indicator (Rethans et al, 1986). As mentioned earlier, puffery is ubiquitous in the US commercial speech while in Mexico verbal puffery is illegal (Gao, 2011;Xu and Wyer, 2010;Trujillo, 2007). Therefore, after watching a puffery-laden advertisement, we expect that non-Hispanic-American consumers, who have been repeatedly exposed to pufferyladen appeals, will report purchase intentions that are comparatively lower than the intentions of Mexican consumers for whom verbal puffery ads are novel.…”

mentioning

confidence: 99%

A cross‐national and cross‐generational study of consumer acculturation to advertising appeals

Jiménez

Hadjimarcou

Barua

et al. 2013

International Marketing Review

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Previous research on global marketing has typically focussed on marketing strategies across national markets. Yet, the cross-national mobility of individuals has increased heterogeneity within country markets. The purpose of this study is to examine how immigrant consumers perceive advertising appeals in the context of the consumer acculturation process. Specifically, our study focusses on the reactions of Mexican, American, and Mexican-American consumers to puffery-laden advertisements. Design/methodology/approach -Using two-factor theory as our theoretical prism, the study offers salient hypotheses regarding consumer perceptions of puffery-laden advertising appeals, which are then tested in a cross-national experiment in the USA and Mexico. Findings -The results show that Mexican consumers are more susceptible to puffery-laden claims than Americans. In contrast, American consumers are more susceptible to advertising that does not contain puffery-laden claims than their Mexican counterparts. Interestingly, the findings also reveal that Mexican immigrants are highly susceptible to both, puffery-laden and no puffery appeals. The mixed results show that recent Mexican immigrants struggle as they transition to the dominant American consumer culture. First and second generations of Mexican-Americans, however, react to puffery-laden advertisements just as typical American consumers. Practical implications -The paper discusses relevant implications not only for the study of puffery and acculturation of immigrant minority groups, but also for companies engaged in global advertising campaigns in countries with diverse immigrant communities. Originality/value -The paper offers a worthwhile and unique examination of consumer acculturation in an international cross-cultural setting and puts forward interesting insights regarding the application of international advertising strategies.

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Claiming best or better? The effect of target brand's and competitor's puffery on holistic and analytic thinkers

Yang

Xie

2019

J of Consumer Behaviour

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Previous empirical studies have yielded contradictory results about how consumers react to puffed claims in advertisements. This study addresses this issue by considering how consumers' thinking style and competitors' puffery interact to influence consumers' brand attitude in terms of product puffery. Drawing upon experiments using fictitious and real brand names, three studies provide converging evidence that holistic thinkers will form a more positive brand attitude when exposed to the target brand's low‐puffery (vs. no puffery or high puffery) claims. In contrast, analytic thinkers are less sensitive to puffery, and their brand attitude will not change. Further, holistic thinkers are more sensitive to the presence of competitor's puffery. Holistic thinkers exposed to competitor's high‐puffery (vs. low) claims form a more positive brand attitude toward the target brand. For analytic thinkers, competitor's puffery level will not significantly affect their attitude toward the target brand. Our findings shed fresh light on the inconclusive results of prior studies and offer practical implications for marketing puffery.

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Does Puffery Deceive? An Empirical Investigation

Abstract: Puffery, US law, Consumer perception, Experiments,

Cited by 20 publications

References 17 publications

Interaction Effect of Ad Puffery and Ad Skepticism on Consumer Persuasion

Interaction Effect of Ad Puffery and Ad Skepticism on Consumer Persuasion

A cross‐national and cross‐generational study of consumer acculturation to advertising appeals

Claiming best or better? The effect of target brand's and competitor's puffery on holistic and analytic thinkers

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