Consumers Alienated By Technical "Puffery" In Advertising

Marketing experts say advertising that touts head-scratching scientific ingredients or other such "puffery" only an expert could appreciate is likely to alienate informed consumers. The findings show that consumers filter ad claims, rather than accepting them blindly. As a result, the authors say, effective advertising should relate to consumers on a personal level, rather than talking down to them. Based on a study that gauged consumer reaction to technical, tough-to-decipher advertising claims, researchers say consumers become immediately suspicious when they see or hear information they perceive as useless. The result often is a loss of trust, and maintaining trust is very important in advertising, the study explains. read more

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