Perception of Puffery in Advertising: Investigating the India - US Differences

Shivani Dorge and Dr. Surbhi Jain

Advertisement in the marketing industry has been in practice for centuries. Advertisements are important for the future development of any business organization, whether small or big. Puffery is often used in advertisements to increase the chances of new customers being attracted to the product or services. The aim of using puffery is to make the product stand out from the rest of the competitors. Puffery is based on personal reviews and the intent to boost product or service sales. The perception of puffery differs in regards to the consumers' attitudes, their familiarity with the advertised products and services.

Volume 11 | 11-Special Issue

Pages: 1118-1123

DOI: 10.5373/JARDCS/V11SP11/20193143