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| Tekijä: | Herbst, K. C. Allan, D. |
| Otsikko: | The effects of brand experience and an advertisement's disclaimer speed on purchase: speak slowly and carry a big brand |
| Lehti: | International Journal of Advertising
2006 : VOL. 25:2, p. 213-222 |
| Asiasana: | advertising brands consumer behaviour |
| Vapaa asiasana: | radio |
| Kieli: | eng |
| Tiivistelmä: | This study focuses on disclaimers in radio advertisements. The same words in the disclaimer were used, but the speed with which the disclaimer was read at the end of the food advertisement and whether the product had well-known or unknown brand were manipulated and the effects on purchase were evaluated. Findings show that the speed with which a disclaimer is read does not have an effect on purchases of well-known branded products but it has an effect on unknown branded products. A slow disclaimer inspires significantly more purchasing than a fast disclaimer. |
SCIMA