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Journal of Promotion Management Volume 22, 2016 - Issue 3
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Articles

Interaction Effect of Ad Puffery and Ad Skepticism on Consumer Persuasion

Douglas Alan AmyxLouisiana Tech University, Ruston, Louisiana, USACorrespondence[email protected]
&
James R. LumpkinUniversity of Texas at Tyler, Tyler, Texas, USA
Pages 403-424 | Published online: 05 May 2016
 
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ABSTRACT

A 2 × 2 experiment was conducted to test the interaction effects of ad puffery and consumer ad skepticism on consumer persuasion using print ads for jeans. High ad skeptics (i.e., those more skeptical of ads) held a more positive attitude toward the ad than low ad skeptics (i.e., those less skeptical of ads) when a puffed (i.e., exaggerated) ad was viewed. Conversely, low ad skeptics had greater purchase intentions than high ad skeptics when a nonpuffed (i.e., nonexaggerated) ad was viewed.

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