7.21. Does puffery deceive in Chile?

Autores: Farías P.

Palabras Clave: puffery claims; level of exaggeration; advertising effectiveness; credibility; advertising effectiveness.

The purpose of this study is to test the viability of puffery claims in Chile. Data were collected via controlled experimentation. The results suggest that puffery claims are not more effective than factual claims in Chile. Additionally, data do not support the idea that the effect of puffery claims is moderated by the product category. While experimental research is not sufficient to establish the generalized non-superiority of puffery claims in the region, the results support the idea that puffery claims might not be more effective than factual claims for many marketing campaigns in Latin America.