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

Abstract

Research on disclaimers (messages intended to fully disclose all information that could affect decision making and elucidate possibly misunderstood statements) in radio advertisements has drawn little attention. Using the same words in the disclaimer, the speed with which the disclaimer was read at the end of a food advertisement, and whether the product had a well-known or unknown (established via a pilot study) brand was manipulated and the resulting effects on purchase were assessed. Though the speed with which a disclaimer is read does not have an effect on purchases of well-known branded products, when the product is unknown to consumers, the speed with which the disclaimer is read is very important. Specifically, a slow disclaimer (read in six seconds) engenders significantly more purchasing than a fast disclaimer (read in three seconds). In other words, if people are not familiar with a product, and thus have little experience consuming it, it is best to read a disclaimer slowly. If, on the other hand, the product is well known and experienced by the consumer, disclaimer speed matters less as people already have firsthand experience using the product and thus rely less on the content of the disclaimer to affect purchase.

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