13. Effect of Exaggerated Claims on Brand Evaluation

This chapter discusses the impact of overstated claims on brand evaluation. The study has been conducted based on the primary investigation within the stated limitation. Government policymakers allow advertisers to use wildly exaggerated, fanciful, or vague claims for a product or service because they believe that nobody could possibly treat the claims seriously or be misled by them. The results demonstrate that although consumers are able to identify exaggerated claims as less credible than factual claims, their brand evaluations are inflated after exposure to exaggerated claims. The explanation is that during the process of comprehension, claims are accepted before being discredited. The temporary acceptance of the claim affects memory, even after the claim is understood as an exaggeration.