Pulling a fast one: Speed of advertisement disclaimer may have effect on consumers' intent to purchase product

Thursday, June 2, 2011 - 10:30 in Health & Medicine

Do those lightening fast disclaimers at the end of radio and television advertisements scare you away or simply seem like white noise required by regulatory agencies? According to new research, fast disclaimers can give consumers the impression that an advertiser is trying to conceal information. However, trusted brands (versus trust-unknown or not-trusted brands) are immune to the adverse effects of fast disclaimers.

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