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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

On the Dangers of Pulling a Fast One: Advertisement Disclaimer Speed, Brand Trust, and Purchase Intention

Kenneth C. Herbst, Eli J. Finkel, David Allan, Gráinne M. Fitzsimons
DOI: http://dx.doi.org/10.1086/660854 909-919 First published online: 1 February 2012


Two experiments demonstrated that fast (vs. normal-paced) end-of-advertisement disclaimers undermine consumers’ purchase intention toward untrusted brands (both trust-unknown and not-trusted brands), but that disclaimer speed has no effect on consumers’ purchase intention toward trusted brands. The differential effects of disclaimer speed for untrusted versus trusted brands were not due to differences in consumers’ familiarity with the brands (experiment 1). Consistent with the hypothesis that fast disclaimers adversely affect purchase intention via heuristic rather than elaborative processes, the disclaimer speed × brand trust interaction effect remained robust even when the disclaimer presented positive information about the advertised product (experiment 2).

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