Author:

Abstract:

We investigated in an experiment with 211 participants how hedges (probably), pledges (undoubtedly) and numerical information (90% satisfied customers) in advertising claims affect persuasiveness, purchase intention, recall and interpretations. Hedges led to lower levels of persuasiveness and purchase intention rates than the others. Claims with pledges were best remembered, but the pledges themselves remained unnoticed. Markers of numerical information caught the eye, but their use did not influence recall. Hedges distracted participants from processing the contents of the advertising claim.