A “New and Improved” View of Puffery
Open Access
- 1 January 1990
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing & Public Policy
- Vol. 9 (1) , 73-84
- https://doi.org/10.1177/074391569000900106
Abstract
Many researchers believe “puffery” is a form of selling claim that frequently deceives consumers but which officials refuse to regulate. This article argues there is an underlying fallacy in this viewpoint and that puffery does not deceive. An alternative explanation is offered for the apparent deceptiveness of some “puffs.”Keywords
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