The effects of fine-print disclosure type and involvement on brand attitude formation

Abstract

This study explores the information processing tendencies of individuals exposed to advertisements containing fine-print disclosure footnotes. Results indicate that individuals have a lower recall of disclosure footnotes than to the message points contained in the body of the advertisement, though involvement with the advertisement tends to improve recall of disclosure points. In addition, the study tests a model of attitude formation, finding that the type of disclosure (restrictive versus informative) and advertisement involvement interact to affect the means by which brand attitudes are formed. Theoretical and practical implications for the findings are discussed.

Keywords:

• Advertising Disclosures
• Advertising Disclaimers
• Fine Print
• Attitude Formation
• Advertising Processing
• Advertising Involvement