On the Dangers of Pulling a Fast One: Advertisement Disclaimer Speed, Brand Trust, and Purchase Intention<xref ref-type="fn" rid="fn1" ptype="f660854" citart="citart1"></xref><xref ref-type="fn" rid="fn2" ptype="f660854" citart="citart1"></xref>
نویسندگان
چکیده
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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JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact [email protected]. .
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JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact [email protected].
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