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Perception of puffery in advertising: investigating the China‐US differences

Gao, Zhihong; Li, Na; Scorpio, Elaine A. - In: Asia Pacific Journal of Marketing and Logistics 24 (2012) 2, pp. 179-198

Purpose – The purpose of this paper is to explore the link between consumer psychology and puffery law in China and the USA, by reporting two empirical studies that investigated whether puff claims had different effects on Chinese and US college students in their perception of advertising...

Persistent link: https://www.econbiz.de/10014674769

Perception of puffery in advertising: investigating the China-US differences

Gao, Zhihong; Li, Na; Scorpio, Elaine A. - In: Asia Pacific journal of marketing and logistics 24 (2012) 2, pp. 179-199

Persistent link: https://www.econbiz.de/10009846258