(Press-News.org) EVANSTON, Ill. --- 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 Northwestern University and Wake Forest University research now online in the Journal of Consumer 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.
"Speak slowly or carry a trusted brand," summarizes Kenneth C. Herbst, assistant professor of marketing at Wake Forest University Schools of Business and co-author of the study.
Eli J. Finkel, associate professor of psychology at Northwestern University and another co-author, offers concrete recommendations for marketers: "If you're promoting a brand consumers don't know or don't trust, use a slow disclaimer. Because consumers don't know whether they can trust you, you have to be careful to avoid seeming sneaky. Fast disclaimers can seem sneaky.
"In contrast, if you're promoting a trusted brand, feel free to save time by using a fast disclaimer. Use your precious advertising seconds promoting your product rather than spending them on your disclaimer," he said.
The study shows that when consumers either lack trustworthy information about an advertised brand or believe that the brand is not trustworthy, fast disclaimers undermine their purchase intention. In contrast, when consumers trust an advertised brand, they are unaffected by the disclaimer speed.
These findings have practical implications for advertisers and policymakers. For example, according to Herbst, policies that regulate disclaimer content but not disclaimer speed could systematically favor some companies over others.
###
The research for "On the Dangers of Pulling a Fast One: Advertisement Disclaimer Speed, Brand Trust and Purchase Intention" was conducted by Finkel and Herbst, with co-authors David Allan, associate professor of marketing, Haub School of Business at Saint Joseph University, and Grainne M. Fitzsimons, associate professor of management, psychology and neuroscience at Duke University.
The study is now available online and will appear in the February 2012 printed edition of the Journal of Consumer Research.
(Source contacts: Eli Finkel, finkel@northwestern.edu, mobile: 847.924.5749, and Kenneth Herbst, herbstk@wfu.edu, mobile: 336.745.5169)
NORTHWESTERN NEWS: www.northwestern.edu/newscenter/
Pulling a fast one
Speed of advertisement disclaimer may have effect on consumers' intent to purchase product
2011-06-03
ELSE PRESS RELEASES FROM THIS DATE:
Man Exonerated After 14 Years Gets No Support from Supreme Court
2011-06-03
It is not certain where John Thompson was one fateful night in December 1984, but one thing is clear: He was not robbing three children in Orleans Parish, Louisiana. Thompson's innocence did not prevent the District Attorney's Office in Orleans Parish from building a case against him for the robbery, or from failing to turn over blood evidence to the defense--a failure that would taint his ability to accurately defend himself against charges of robbery and murder.
The District Attorney's Office, headed by Harry Connick, Sr., tried and ultimately convicted Thompson of ...
Leakage of private information from popular websites is common, new study finds
2011-06-03
WORCESTER, Mass. – A study of more than 100 popular websites used by tens of millions of people has found that three quarters directly leak either private information or users' unique identifiers to third-party tracking sites. The study, co-authored by Craig Wills, professor of computer science at Worcester Polytechnic Institute (WPI), also demonstrated how the leakage of private information by many sites, including email addresses, physical addresses, and even the configuration of a user's web browser—so-called browser fingerprints—could permit tracking sites to link many ...
ACSM: Stronger hips improved running mechanics, lessened knee pain
2011-06-03
Hip strengthening exercises performed by female runners not only significantly reduced patellofemoral pain -- a common knee pain experienced by runners -- but they also improved the runners' gaits, according to Indiana University motion analysis expert Tracy Dierks.
"The results indicate that the strengthening intervention was successful in reducing pain, which corresponded to improved mechanics," said Dierks, associate professor of physical therapy in the School of Health and Rehabilitation Sciences at Indiana University-Purdue University Indianapolis. "The leg was ...
A promising new approach to autoimmune diseases
2011-06-03
BOSTON – Researchers from Harvard Medical School and MIT have developed a new approach for identifying the "self" proteins targeted in autoimmune diseases such as multiple sclerosis, diabetes and rheumatoid arthritis.
In a paper published in Nature Biotechnology, H. Benjamin Larman and colleagues showed that errant immune responses which mistakenly target the body's own proteins rather than foreign invaders can now be examined in molecular detail. Further research could lead to new insights into the exact causes of these debilitating autoimmune disorders. The results ...
Depression: Not just for adults
2011-06-03
From a distance, Callie (not her real name) appears to be a normal if quiet 5-year-old girl. But when faced with a toy that blows large soap bubbles—an activity that makes the vast majority of kindergarteners squeal and leap with delight—she is uninterested in popping the bubbles or taking a turn with the gun herself. When offered dolls or other toys, she is equally unmoved. When groups of children congregate to play, Callie does not join them. Even at home, she is quiet and withdrawn. While Callie's mother explains this lack of interest in play as simple "shyness," researchers ...
Want to solve a problem? Don't just use your brain, but your body, too
2011-06-03
When we've got a problem to solve, we don't just use our brains but the rest of our bodies, too. The connection, as neurologists know, is not uni-directional. Now there's evidence from cognitive psychology of the same fact. "Being able to use your body in problem solving alters the way you solve the problems," says University of Wisconsin psychology professor Martha Alibali. "Body movements are one of the resources we bring to cognitive processes."
These conclusions, of a new study by Alibali and colleagues—Robert C. Spencer, also at the University of Wisconsin, and Lucy ...
Pediatrics Group Announces New Guidelines for Child Safety Seats
2011-06-03
The American Academy of Pediatrics recently released new recommendations for infants riding in child safety seats. The group announced that infants should ride in rear-facing car seats for as long as possible. Previously, children could ride in forward-facing seats after their first birthday.
The group relied on a University of Virginia study indicating that small children are 75 percent less likely to die or suffer severe injuries in a car crash if they are facing the rear of the vehicle. Dr. Dennis R. Durbin, scientific co-director of the Center for Injury Research ...
UF researchers suggest cholera vaccination strategies for Zimbabwe
2011-06-03
GAINESVILLE, Fla. — Mathematical models analyzing how a cholera outbreak spread in Zimbabwe are providing new insights into the most effective vaccination strategies for preventing future cholera epidemics, according to University of Florida researchers.
The mathematical models employed to analyze a large cholera outbreak in Zimbabwe in 2008-2009 suggest that mass vaccinations deployed strategically could prevent future cholera epidemics in that country and others.
The researchers' findings, published online in late April in the Proceedings of the National Academy of ...
Recent financial crisis rooted in politics of creditworthiness, new study contends
2011-06-03
WASHINGTON, DC, June 2, 2011 — A common reading of the recent subprime mortgage crisis pins the blame on bankers and loan brokers who extended mortgages to those who could not afford them, thereby inflating a housing bubble that was destined to burst.
While technically correct, that reading ignores the "politics of creditworthiness" that undergirded the rise of subprime mortgages, as explained in a new article in the June issue of the American Sociological Review by Simone Polillo, an assistant professor of sociology in the University of Virginia's College of Arts & ...
Will neuroscience challenge the legal concept of criminal responsibility?
2011-06-03
Just before 10:00 a.m. on June 20, 2001, a uniformed police officer was dispatched to do what he thought was a routine welfare check at a home in Houston, Texas. When the officer met Andrea Yates at the door, she immediately told him, "I just killed my kids." When Yates was later asked why she drowned her five children, she claimed she had to in order to save them from hell. The police would learn that Yates had been suffering from long-term post-partum depression and psychosis.
Nearly 10 years after Andrea Yates killed her five children, the case remains hotly debated ...
LAST 30 PRESS RELEASES:
Scientists glimpse how enzymes “dance” while they work, and why that’s important
California partnership aided COVID-19 response and health equity, report finds
University of Oklahoma secures $19.9 million for revolutionary radar technology
Study finds restoring order to dividing cancer cells may prevent metastasis
High-accuracy tumor detection with label-free microscopy and neural networks
Wayne State research reveals fetuses exposed to Zika virus have long-term immune challenges
Researchers deconstruct chikungunya outbreaks to improve prediction and vaccine development
Study finds one-year change on CT scans linked to future outcomes in fibrotic lung disease
Discovery of a novel intracellular trafficking pathway in plant cells
New tool helps forecast volcano slope collapses and tsunamis
Molecular coating cleans up noisy quantum light
From Parkinson's to rare diseases, discovered a key switch for cellular health
Tiny sugars in the brain disrupt emotional circuits, fueling depression
Mini-organs reveal how the cervix defends itself
Africa, climate, and food: How to feed a continent without increasing its carbon footprint
Researchers demonstrates substrate design principles for scalable superconducting quantum materials
How better software choices could cut US health care costs
Concussion history in NCAA athletes yields mixed health outcomes
Counting plastic reveals hidden waste and sparks action
Warming oceans may pose a serious threat to American lobsters
Deaths from drug-induced unintentional injury rise across the US
In car crashes with pedestrians, age and zip code may predict extent of traumatic injuries
AI optimizes evacuation, diagnosis, and treatment of wounded soldiers in Ukraine
Mastectomy linked to worsened sexual health, body image after surgery
Drop in credit score after cancer diagnosis linked to increased mortality, study shows
Use of weight loss drugs before bariatric surgery has soared in recent years, study finds
EMS call times in rural areas take at least 20 minutes longer than national average
Rectal bleeding in young adults linked to 8.5 times higher risk of colorectal cancer
Hospital closures disproportionately affect socioeconomically disadvantaged communities
Global disparities in premature mortality
[Press-News.org] Pulling a fast oneSpeed of advertisement disclaimer may have effect on consumers' intent to purchase product