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

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/recalI 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.