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The amazing study! The effect of puffery in advertisement claims on perceived credibility, perceived truthfulness, attitude, and purchase intentions of Dutch and American consumers.

Simons, T.N. (2017) The amazing study! The effect of puffery in advertisement claims on perceived credibility, perceived truthfulness, attitude, and purchase intentions of Dutch and American consumers.

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Abstract:To add to the understanding of the effects of puffery in advertisement claims in a cross-cultural setting, this study investigated to what extent puffery in advertisement claims affects the American and Dutch consumers’ perception of the credibility of the advertisement, perception of the truthfulness of the advertiser, attitude towards the advertisement, and the purchase intention. Also, the possible moderating role of culture (masculine / feminine) and product value type (hedonic / functional) was investigated. A 3 (high / low / no puffery) x 2 (masculinity / femininity) x 2 (hedonic / functional) mixed between- and within-subjects research design was used in this study. 219 American and 204 Dutch students participated in this study. This study confirmed that the level of puffery did have an effect on the purchase intention of the consumer and this effect was mediated by perceived credibility of the advertisement, perceived truthfulness of the advertiser, and the attitude towards the advertisement. Moderation effects of culture and the product value types were not confirmed. Marketers could use a low level of puffery in advertisement claims, as it can have a positive effect on purchase intention. Culture is very complex, different cultural values should not be ignored.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74028
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