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

Kenneth C. Herbst and David Allan

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today