Puffery vs. Fact Claims—Really Different?
- 1 March 1981
- journal article
- research article
- Published by Taylor & Francis in Current Issues and Research in Advertising
- Vol. 4 (1) , 85-103
- https://doi.org/10.1080/01633392.1981.10505311
Abstract
Certain types of advertising claims, collectively called puffery, are legally assumed to be recognized by consumers as seller's talk, not believed and thus incapable of deceiving customers. Such logic is questioned by research which finds that consumers are no less likely to believe such claims than they are claims based on verifiable facts.Keywords
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