The Effects of Brand Experience and An Advertisement's Disclaimer Speed on Purchase: Speak Slowly or Carry a Big Brand
Kenneth C. HerbstMason School of Business, College of William and Mary
David AllanErivan K. Haub School of Business, Saint Joseph's University
INTRODUCTION
Turn on the radio on any given day and you will hear commercials with disclaimers. Disclaimers have become an important executional cue in advertising used to satisfy the consumer's need for clarification and information, and the company's need for legal compliance and protection. Despite the amount of time and money many companies spend on advertising on the...