Featured Research

from universities, journals, and other organizations

Pulling a fast one: Speed of advertisement disclaimer may have effect on consumers' intent to purchase product

Date:
June 2, 2011
Source:
Northwestern University
Summary:
Do those lightening fast disclaimers at the end of radio and television advertisements scare you away or simply seem like white noise required by regulatory agencies? According to new research, fast disclaimers can give consumers the impression that an advertiser is trying to conceal information. However, trusted brands (versus trust-unknown or not-trusted brands) are immune to the adverse effects of fast disclaimers.

Do those lightening fast disclaimers at the end of radio and television advertisements scare you away or simply seem like white noise required by regulatory agencies?

According to Northwestern University and Wake Forest University research now online in the Journal of Consumer Research, fast disclaimers can give consumers the impression that an advertiser is trying to conceal information. However, trusted brands (versus trust-unknown or not-trusted brands) are immune to the adverse effects of fast disclaimers.

"Speak slowly or carry a trusted brand," summarizes Kenneth C. Herbst, assistant professor of marketing at Wake Forest University Schools of Business and co-author of the study.

Eli J. Finkel, associate professor of psychology at Northwestern University and another co-author, offers concrete recommendations for marketers: "If you're promoting a brand consumers don't know or don't trust, use a slow disclaimer. Because consumers don't know whether they can trust you, you have to be careful to avoid seeming sneaky. Fast disclaimers can seem sneaky.

"In contrast, if you're promoting a trusted brand, feel free to save time by using a fast disclaimer. Use your precious advertising seconds promoting your product rather than spending them on your disclaimer," he said.

The study shows that when consumers either lack trustworthy information about an advertised brand or believe that the brand is not trustworthy, fast disclaimers undermine their purchase intention. In contrast, when consumers trust an advertised brand, they are unaffected by the disclaimer speed.

These findings have practical implications for advertisers and policymakers. For example, according to Herbst, policies that regulate disclaimer content but not disclaimer speed could systematically favor some companies over others.

The research for "On the Dangers of Pulling a Fast One: Advertisement Disclaimer Speed, Brand Trust and Purchase Intention" was conducted by Finkel and Herbst, with co-authors David Allan, associate professor of marketing, Haub School of Business at Saint Joseph University, and Grainne M. Fitzsimons, associate professor of management, psychology and neuroscience at Duke University.

The study is now available online and will appear in the February 2012 printed edition of the Journal of Consumer Research.


Story Source:

The above story is based on materials provided by Northwestern University. Note: Materials may be edited for content and length.


Journal Reference:

  1. Kenneth C. Herbst, Eli J. Finkel, David Allan, Grαinne M. Fitzsimons. On the Dangers of Pulling a Fast One: Advertisement Disclaimer Speed, Brand Trust, and Purchase Intention. Journal of Consumer Research, 2011; (ahead of print) [link]

Cite This Page:

Northwestern University. "Pulling a fast one: Speed of advertisement disclaimer may have effect on consumers' intent to purchase product." ScienceDaily. ScienceDaily, 2 June 2011. <www.sciencedaily.com/releases/2011/06/110602102502.htm>.
Northwestern University. (2011, June 2). Pulling a fast one: Speed of advertisement disclaimer may have effect on consumers' intent to purchase product. ScienceDaily. Retrieved July 28, 2014 from www.sciencedaily.com/releases/2011/06/110602102502.htm
Northwestern University. "Pulling a fast one: Speed of advertisement disclaimer may have effect on consumers' intent to purchase product." ScienceDaily. www.sciencedaily.com/releases/2011/06/110602102502.htm (accessed July 28, 2014).

Share This




More Science & Society News

Monday, July 28, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) — A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com
The New York Times Backs Pot Legalization

The New York Times Backs Pot Legalization

Newsy (July 27, 2014) — The New York Times has officially endorsed the legalization of marijuana, but why now, and to what end? Video provided by Newsy
Powered by NewsLook.com
Congress OKs Unlocking Phones From Carriers

Congress OKs Unlocking Phones From Carriers

Newsy (July 26, 2014) — A bill legalizing "unlocking," or untethering a phone from its default wireless carrier, has passed Congress and is expected to be signed into law. Video provided by Newsy
Powered by NewsLook.com
Wikipedia Puts Congress in Time Out, Blocks Editing

Wikipedia Puts Congress in Time Out, Blocks Editing

Newsy (July 26, 2014) — An IP address within the House of Representatives was banned from editing Wikipedia articles for 10 days after it made some questionable changes. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins