Misleading Characteristics of Implied-Superiority Claims

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Abstract
Characteristics of implied-superiority claims that mislead consumers were examined. Claims for four products were investigated using a factorial design to manipulate type of claim (three variations of implied-superiority claims and a noncomparative claim), concreteness of the referent attribute (concrete, vague, and omitted), and brand familiarity (familiar and fictitious brand names). Implied-superiority claims were more misleading than noncomparative claims, as shown by the percentage of subjects who believed that brands described by such claims were superior. Ratings of brand quality and interest in trial were not increased by such claims. Concreteness of referent attributes does not account for these findings; however both the use of indirect comparisons to competitors and the use of familiar brand names contribute to the misleading effects of implied-superiority claims.