The alluring and deceptive force of puffery – is it waning? Comparing brand puffery and brand genuinuity advertising appeals within a luxury automotive context
Bibliographic record
Abstract
This study seeks to better understand how consumers perceive brand puffery compared to when an alternate brand genuinuity appeal is employed within a luxury automotive context. The study employed a factorial experimental design to explore how the advertising appeals (brand genuinuity and brand puffery) differed against a control group. Further, the moderating role of brand familiarity and inferences of manipulative intent are explored. A total of 746 usable responses were collected and analysed. The results suggested that brand puffery is less likely to lead to intention to purchase compared to the alternate brand genuinuity. In addition, the results showed that brand puffery is a peripheral appeal compared to brand genuinuity, which is a cognitive appeal. The results provide brands, managers, and marketing practitioners with new insights into the limitations of using techniques such as brand puffery, which is often perceived as deceptive, and suggests new ways to differentiate and resonate with consumers.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.004 | 0.023 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.000 |
| Science and technology studies | 0.001 | 0.002 |
| Scholarly communication | 0.002 | 0.002 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.003 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".