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

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  • Kenneth C. Herbst
  • Eli J. Finkel
  • David Allan
  • Gráinne M. Fitzsimons

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).

Suggested Citation

  • 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.
    • Handle: RePEc:oup:jconrs:doi:10.1086/660854
    DOI: 10.1086/660854
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    Cited by:

    1. Steven Bellman & Shruthi Arismendez & Duane Varan, 2021. "Can muted video advertising be as effective as video advertising with sound?," SN Business & Economics, Springer, vol. 1(1), pages 1-27, January.
    2. Chunhao Wei & Han Chen & Yee Ming Lee, 2022. "COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 581-600, September.
    3. Ginder, Whitney & Byun, Sang-Eun, 2022. "To trust or not to trust? The interplay between labor-related CSR claim type and prior CSR reputation of apparel retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Xushan Sheng & Tiantian Mo & Xinyue Zhou, 2022. "The Moderating Role of Age in the Effect of Video Playback Speed on Urgency Perception in the Context of Climate Change," Sustainability, MDPI, vol. 14(14), pages 1-16, July.
    5. Wenjie Xu & Hyejin Jung & Jangheon Han, 2022. "The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists," Sustainability, MDPI, vol. 14(20), pages 1-16, October.
    6. 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.
    7. Andrew E. Wilson & Peter R. Darke & Jaideep Sengupta, 2022. "Winning the Battle but Losing the War: Ironic Effects of Training Consumers to Detect Deceptive Advertising Tactics," Journal of Business Ethics, Springer, vol. 181(4), pages 997-1013, December.
    8. Teng, Hongxin & Xia, Qinying & Shou, Jiayi & Zhao, Jing, 2023. "Positive or negative spillover? The influence of online channel satisfaction on offline channel adoption," Journal of Business Research, Elsevier, vol. 154(C).
    9. Vahid Rahmani, 2023. "Persuasion knowledge framework: Toward a comprehensive model of consumers’ persuasion knowledge," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 12-33, June.
    10. Lude, Maximilian & Prügl, Reinhard, 2018. "Why the family business brand matters: Brand authenticity and the family firm trust inference," Journal of Business Research, Elsevier, vol. 89(C), pages 121-134.
    11. Pantoja, Felipe & Borges, Adilson, 2021. "Background music tempo effects on food evaluations and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    12. Kim, Junghyun & Park, Taehoon, 2020. "How corporate social responsibility (CSR) saves a company: The role of gratitude in buffering vindictive consumer behavior from product failures," Journal of Business Research, Elsevier, vol. 117(C), pages 461-472.

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