Processing exaggerated advertising claims

Elizabeth Cowley

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Processing exaggerated advertising claims

机译：处理夸大的广告声明

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Government policymakers allow advertisers to use wildly exaggerated, fanciful or vague claims for a product or service because they believe that nobody could possibly treat the claims seriously or be misled by them. The results demonstrate that although consumers are able to identify exaggerated claims as less credible than factual claims, their brand evaluations are inflated after exposure to exaggerated claims. The explanation is that during the process of comprehension, claims are accepted before being discredited. The temporary acceptance of the claim affects memory, even after the claim is understood as an exaggeration.

机译：政府政策制定者允许广告商对产品或服务使用夸张，虚构或含糊的主张，因为他们认为没有人可以认真对待这些主张或被其误导。结果表明，尽管消费者能够将夸大的声明确定为比事实声明更不可信，但在暴露了夸大的声明之后，他们的品牌评价却被夸大了。解释是，在理解过程中，要求先被接受，然后才被抹黑。即使将权利要求理解为夸张之后，对权利要求的暂时接受也会影响记忆。

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来源
《Journal of Business Research》 |2006年第6期|p.728-734|共7页
作者
Elizabeth Cowley;
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作者单位

University of Sydney, Economics and Business Building H69, Sydney NSW 2006, Australia;

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原文格式 PDF
正文语种 eng
中图分类贸易经济;
关键词
advertising; brand evaluation; false claims;

机译：广告;品牌评价;虚假陈述;

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1. Processing exaggerated advertising claims [J] . Elizabeth Cowley Operations Research . 2007,第6期

机译：处理夸大的广告声明
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Processing exaggerated advertising claims

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