ERIC Number: ED173854
Record Type: RIE
Publication Date: 1979-Aug
Reference Count: 0
A Model for Measuring Puffery Effects.
Vanden Bergh, Bruce G.; Reid, Leonard N.
The purpose of this paper is to describe and discuss a conceptual model for experimentally investigating the effects of advertising puffery. The various sections contain a discussion of puffery as a legal concept, a description and discussion of the proposed model, research support for the model, and implications for future research on puffery. (FL)
Publication Type: Speeches/Meeting Papers; Information Analyses; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (62nd, Houston, Texas, August 5-8, 1979)