An Investigation into the Persuasiveness of Puffery in Advertising: A Mixed Method Approach
This thesis examines the usage of puffery in advertising. Puffery refers to highly exaggerated or “over-the-top” claims and is commonly used as a legal defense when advertising is alleged to be misleading or deceptive, given that a “reasonable” consumer should not believe a “puffed” claim. Using a...
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| Language: | en |
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2012
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| Online Access: | http://hdl.handle.net/10214/3890 |