Effects of Product Puffery on Response to Print Advertisements

Abstract

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.

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