초록

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Abstract ▼ AI-Helper

Despite of efforts for regulating continuously increasing advertising puffery, there exists no compelling evidence which confirms the fact that strong regulations on advertising puffery diminish the damages of consumers. In this respect, this study discussed the matter ofharmfulness and regulation o...

Despite of efforts for regulating continuously increasing advertising puffery, there exists no compelling evidence which confirms the fact that strong regulations on advertising puffery diminish the damages of consumers. In this respect, this study discussed the matter ofharmfulness and regulation of advertising puffery in the context of the third-person effect. The theory of third-person effect supposes that social harmfulness of media messages can be exaggerated. As a result, this study tried to examine whether the social harmfulness of advertising puffery was exaggerated on account of the perceptual biases, and investigate whether these perceptual biases brought about more strong attitudes toward regulation on advertising puffery. Analysis revealed that low level of persuasive effect group showed higher perceptual biases on advertising puffery than high level group. Next, the results identified differences in perceptual biases on advertising puffery related with social distances. Lastly, the group which experienced perceptual biases on advertising puffery showed more strong attitudes toward regulation on advertising puffery than control group. The results of this study confirmed consumers’ exaggerated perceptions of the social harmfulness of advertising puffery, and these exaggerated perceptions could work for the reason accelerating regulations on advertising puffery. Therefore, we should try not toreinforce legal regulations but to settle down self regulations in the future.

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