A study of the believability of the forms of puffery

This study tested consumers' perceptions of the believability of puffery in advertising. Forms of puffery have been ranked for their potential ability to deceive consumers. Subjects were asked to rate how believable they found examples of each of the six forms of puffery. The study compared the believability of the claims with the subjects' familiarity and experiences with the products about which the claims were made. The results of a one-way analysis of variance showed little difference between consumers' levels of believability across five of the six levels of puffery. Overall, most consumers did not feel strongly one way or another about the believability of the puffed claims. That both familiarity and experience with the products significantly influenced the believability of the claims made in the study was indicated by χ2-tests. Recommendations are made concerning marketers' use of puffery. Topics for future research in the area are also suggested.