The Role of Visual Hyperbole in Advertising Effectiveness

Interaction Effect of Ad Puffery and Ad Skepticism on Consumer Persuasion

“…Obermiller and Spangenberg (1998) asserted consumers are socialized to be skeptical of ad claims and provided a 9-item scale that tapped into such skepticism. In a related study, Callister and Stern (2007) found empirical support that someone who was more skeptical of advertising was less likely to respond favorably to an ad than someone who was less skeptical of advertising.…”

“…Refer to Appendix A and Appendix B for ad stimulus materials. The name "Decree" was used because it was found to be perceived as neutral by Callister and Stern (2007). The statements were developed to have an appeal to both men and women and where jean quality is something both objective and desirable.…”

Does Puffery Deceive? An Empirical Investigation

“…Cronbach's α for this scale in this study was 0.727. The measurement of brand attitude combined elements from Callister and Stern (2007) to Kamins and Marks (1987), and included four seven-point Likert-scale items: (1) "It is a good brand," (2) "I have a positive impression of the brand," (3) "I rate the brand favorably," and (4) "I like the brand." Items were summed and then averaged to yield a Brand Attitude Scale score.…”

Effectiveness of Absurdity in Advertising Across Cultures

“…A one-way ANOVA using type of ad as the independent variable and level of absurdity as the dependent variable revealed that four absurd ads were perceived as significantly more absurd In addition, we developed scales for the four types of absurdity based on pertinent definitions of the four absurdity forms (Arias-Bolzmann et al;Callister & Stern, 2007;Colston & Keller, 1998;Stern, 1990). Sample items are "weird" for surrealism, "'lets an animal/object appear as a human being" for anthropomorphism, "tells a story with a deeper meaning" for allegory, and "displays the promotional object in an exaggerated way" for hyperbole.…”