Processing exaggerated advertising claims

摘要

Government policy generally permits advertisers to make use of wildly overstated and fanciful, incorrect claims for their products with the hope that they may not be taken seriously. However, this works the other way and even well-informed consumers tend to have their brand evaluations inflated after exposure to exaggerated claims. The temporary acceptance of the claim affects memory even after the claim is understood as an exaggeration. (27 refs.)