Advertisement Disclaimer Speed and Corporate Social Responsibility: “Costs” to Consumer Comprehension and Effects on Brand Trust and Purchase Intention [Book Review]
David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Ezio Di Nucci
Jack Alan Reynolds
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Journal of Business Ethics 117 (2):297-311 (2013)
It is not uncommon for advertisers to present required product disclaimers quickly at the end of advertisements. We show that fast disclaimers greatly reduce consumer comprehension of product risks and benefits, creating implications for social responsibility. In addition, across two studies, we found that disclaimer speed and brand familiarity interact to predict brand trust and purchase intention, and that brand trust mediated the interactive effect of brand familiarity and disclaimer speed on purchase intention. Our results indicate that fast disclaimers actually reduce brand trust and purchase intention for unfamiliar brands, suggesting that there are both economic and social responsibility reasons to use less rapid disclaimers for unfamiliar brands. Conversely, disclaimer speed had no negative effects on brand trust and purchase intention for highly familiar brands, presenting ethical tensions between economic interests (e.g., an efficient use of advertisement time) and social responsibility. We discuss the implications of our framework for advertising ethics, for corporate social performance, and for corporate social responsibility.
|Keywords||Advertising ethics Brands Corporate social responsibility Corporate social performance Disclaimer speed Mediation Purchase intention Trust|
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References found in this work BETA
Eleanor R. E. O’Higgins (2010). Corporations, Civil Society, and Stakeholders: An Organizational Conceptualization. [REVIEW] Journal of Business Ethics 94 (2):157 - 176.
Thomas M. Jones & Lori Verstegen Ryan (1998). The Effect of Organizational Forces on Individual Morality: Judgment, Moral Approbation, and Behavior. Business Ethics Quarterly 8 (3):431-445.
Pepijn K. C. van de Pol & Frank G. A. de Bakker (2010). Direct-to-Consumer Advertising of Pharmaceuticals as a Matter of Corporate Social Responsibility? Journal of Business Ethics 94 (2):211-224.
Citations of this work BETA
Xinming Deng & Yang Xu (forthcoming). Consumers’ Responses to Corporate Social Responsibility Initiatives: The Mediating Role of Consumer–Company Identification. Journal of Business Ethics.
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