| Summary: | 碩士 === 輔仁大學 === 管理學研究所 === 94 === The purpose of this study is to discuss how advertising effect, including advertising believability, product belief, perceived value and purchase intention would be influenced by puffery and disclaimer footnotes in advertising. According to literature, it shows two contrast points of view on the issue of whether consumers would believe in the puffery advertisement. In order to clarify the dispute, this study not only chooses three kinds of product to generalize the result, but also take advantage of assimilation-contrast theory to be the base of discussion. As for the disclaimer footnotes, the appearance as well as the type will also be examined in the study.
The result indicates that the more puffy advertisement is, the less advertising effect it brings to the general consumers. Nevertheless, merely the high involved consumers have the same effect as above when those consumers are classified by the degree of involvement. And that is the phenomenon which assimilation-contrast theory would be used to describe in this research. In the aspect of disclaimer footnotes, this study also discover the appearance of disclaimer footnotes in the advertisement, especially the informational one would effectively raise the advertising effect in part.
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