The effects of brand experience and an advertisement’s disclaimer speed on purchase: speak slowly or carry a big brand

Radio advertising is full of disclaimers which are intended to give consumers information and to meet legal compliance, but little research has been carried out into their effect on purchasing.

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...

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