The impact of advertising disclaimers (fine print) on brand attitudes

被引：0
|
作者：
Black G.S. [1 ]
Watson K. [1 ]
机构：
[1] Department of Marketing, School of Business, Metropolitan State College of Denver, PO Box 173362, Denver
来源：
Journal of Brand Management | 2013年 / 20卷 / 4期
关键词：
advertising; advertising disclaimers; brand attitudes; brand recall; product involvement;
D O I：
10.1057/bm.2012.17
中图分类号：
学科分类号：
摘要：
This study explores the information processing tendencies of individuals exposed to advertisements containing fine-print disclaimer footnotes. Results indicate that individuals pay less attention to disclaimer footnotes than to the message points contained in the body of the advertisement. However, involvement with the ad tends to improve attention/recall of disclaimer points. In addition, the study tests a model of attitude formation, finding that the type of disclaimer (restrictive versus informative) and ad involvement interact to affect the means by which brand attitudes are formed. © 2013 Macmillan Publishers Ltd.
引用
收藏
页码：298 / 308
页数：10
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