Who’s to Blame for Claim Inflation? - Page 2
(Bad news for the American space program.)
Maybe it’s not the advertisers who are addicted to superlatives. Maybe it’s us consumers. Have we become so jaded that the only products we will consider are the ones that claim to be best… even when we know, intuitively, that such claims are almost certainly false?
Rationally, we should prefer claims that are believable, claims that are authentic, claims that are honest. These are the claims that build brand, long term, because they are the promises that can be kept. And kept promises are the foundation upon which trust is built.
Instead, we continue to fall for – in fact, seek out – claims that almost certainly can’t be true.
Perhaps, next time we hear advertisers claim to be the best – in anything – we should ask ourselves these questions: Is it likely? And if not, why should we reinforce this spiraling practice of claim-inflation, with our purchasing decisions?