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Advertisement Disclaimer Speed and Corporate Social Responsibility: “Costs” to Consumer Comprehension and Effects on Brand Trust and Purchase Intention

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  • Kenneth Herbst
  • Sean Hannah
  • David Allan

Abstract

It is not uncommon for advertisers to present required product disclaimers quickly at the end of advertisements. We show that fast disclaimers greatly reduce consumer comprehension of product risks and benefits, creating implications for social responsibility. In addition, across two studies, we found that disclaimer speed and brand familiarity interact to predict brand trust and purchase intention, and that brand trust mediated the interactive effect of brand familiarity and disclaimer speed on purchase intention. Our results indicate that fast disclaimers actually reduce brand trust and purchase intention for unfamiliar brands, suggesting that there are both economic and social responsibility reasons to use less rapid disclaimers for unfamiliar brands. Conversely, disclaimer speed had no negative effects on brand trust and purchase intention for highly familiar brands, presenting ethical tensions between economic interests (e.g., an efficient use of advertisement time) and social responsibility. We discuss the implications of our framework for advertising ethics, for corporate social performance, and for corporate social responsibility. Copyright Springer Science+Business Media Dordrecht 2013

Suggested Citation

  • Kenneth Herbst & Sean Hannah & David Allan, 2013. "Advertisement Disclaimer Speed and Corporate Social Responsibility: “Costs” to Consumer Comprehension and Effects on Brand Trust and Purchase Intention," Journal of Business Ethics, Springer, vol. 117(2), pages 297-311, October.
    • Handle: RePEc:kap:jbuset:v:117:y:2013:i:2:p:297-311
    DOI: 10.1007/s10551-012-1499-8
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    References listed on IDEAS

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    1. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    2. Jay B. Barney & Mark H. Hansen, 1994. "Trustworthiness as a Source of Competitive Advantage," Strategic Management Journal, Wiley Blackwell, vol. 15(S1), pages 175-190, December.
    3. Pepijn Pol & Frank Bakker, 2010. "Direct-to-Consumer Advertising of Pharmaceuticals as a Matter of Corporate Social Responsibility?," Journal of Business Ethics, Springer, vol. 94(2), pages 211-224, June.
    4. Kenneth C. Herbst & Eli J. Finkel & David Allan & Gráinne M. Fitzsimons, 2012. "On the Dangers of Pulling a Fast One: Advertisement Disclaimer Speed, Brand Trust, and Purchase Intention," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(5), pages 909-919.
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    Cited by:

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    2. Xinming Deng & Yang Xu, 2017. "Consumers’ Responses to Corporate Social Responsibility Initiatives: The Mediating Role of Consumer–Company Identification," Journal of Business Ethics, Springer, vol. 142(3), pages 515-526, May.
    3. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 0. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-18.
    4. Adam Rudzewicz & Anna Strychalska-Rudzewicz, 2021. "The Influence of Brand Trust on Consumer Loyalty," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 3), pages 454-470.
    5. Aneta Włodarczyk & Agata Mesjasz-Lech, 2021. "Ecological and Economic Context of Managing Enterprises That Are Particularly Harmful to the Environment and the Well-Being of Society," Energies, MDPI, vol. 14(10), pages 1-24, May.
    6. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 2020. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 561-578, September.
    7. Gustavo Borges & Maria José Domingues & Rita de Cássia Cordeiro, 2016. "Student’s trust in the university: analyzing differences between public and private higher education institutions in Brazil," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(2), pages 119-135, July.

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