Words / B / Business

bluff

verb/blʌf/

B1CEFR level
20/100Rarity: fairly common
TechnicalRegister

To pretend to have a stronger position or intention than one actually holds.

They bluffed about a rival offer, but we called it and the price held.

Similar: feign, posture

Topic: Negotiation in Business English

Rarity runs from 0 (a word everyone knows) to 100 (almost never seen outside specialist or literary writing). Level is the word's real difficulty on the CEFR scale, from A1 to C2.

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More business words: Negotiation