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

Research output: Contribution to journalArticlepeer-review

32 Scopus citations

Abstract

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).

Original languageEnglish (US)
Pages (from-to)909-919
Number of pages11
JournalJournal of Consumer Research
Volume38
Issue number5
DOIs
StatePublished - Feb 2012

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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