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

Journal of Marketing Communications

Volumn 2, Issue 2, 1996, Pages 67-82

  Muehling, Darrel D ^a   Laczniak, Russell N ^b  

^a WASHINGTON STATE UNIVERSITY   (United States)

^b IOWA STATE UNIVERSITY   (United States)

Author keywords

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

Indexed keywords

EID: 0141463589     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/135272696346150     Document Type: Article

References (37)

1. Ajzen, I. and Fishbein, M. (1980) Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ:Prentice-Hall, Inc.
2. Alwitt, L.F. and Mitchell, A.A. (1985) Concluding remarks. In L.F. Alwitt and A.A. Mitchell (eds) Psychological Processes and Advertising Effects. Hillsdale, NJ:Lawrence Erlbaum Associates, pp. 273-93.
3. Atkin, C. and Heald, G. (1977) The content of children’s toy and food commercials. Journal of Communication 27, 107-14.
4. Barcus, F.E. (1975) Weekend Commercial Children’s Television. Newton, MA:Action for Children’s Television.
5. Barcus, F.E. (1977) Children’s Television:An Analysis of Programming and Advertising. New York, NY:Praeger Publishers.
6. Best, A. (1989) The talismanic use of incomprehensible writings:an empirical and legal study of words displayed in TV advertisements. Saint Louis University Law Journal 33, 285-329.
7. Bovee, C.L. and Arens, W.F. (1986) Contemporary Advertising. Homewood, IL:Richard D. Irwin, Inc.
8. CBS (n.d.) CBS Television Network Advertising Guidelines. New York, NY:CBS Department of Broadcast Standards and Practices.
9. Children’s Advertising Review Unit (1983) Self-Regulatory Guidelines for Children’s Advertising. New York, NY:Council of Better Business Bureaus, Inc.
10. Cohen, J.B. (1983) Involvement and you:1000 great ideas. In R.P. Bagozzi and A.M. Tybout (eds) Advances in Consumer Research. Ann Arbor, MI:Association for Consumer Research, pp. 325-8.
11. Cox, D.S. and Locander, W.B. (1987) Product novelty:does it moderate the relationship between ad attitudes and brand attitudes? Journal of Advertising 16(3), 39-44.
12. Foxman, E.R., Muehling, D.D. and Moore, P.A. (1988) Disclaimer footnotes in ads:discrepancies between purpose and performance. Journal of Public Policy and Marketing 7, 127-37.
13. Gardner, M.P. (1985) Does attitude toward the ad affect brand attitude under a brand evaluation set? Journal of Marketing Research 22, 192-8.
14. Greenwald, A.G. and Leavitt, C. (1985) Cognitive theory and audience involvement. In L.F. Alwitt and A.A. Mitchell (eds) Psychological Processes and Advertising Effects. Hillsdale, NJ:Lawrence Erlbaum Associates, pp. 221-40.
15. Heslin, R., Blake, B. and Rotton, J. (1972) Information search as a function of stimulus uncertainty and the importance of the response. Journal of Personality and Social Psychology 23(3), 333-9.
16. Hoy, M.G. and Stankey, M.J. (1993) Structural characteristics of televised advertising disclosures:a comparison with the FTC clear and conspicuous standard. Journal of Advertising 22(2), 47-58.
17. Kisielius, J. and Sternthal, B. (1984) Detecting and explaining vividness in attitudinal judgments. Journal of Marketing Research 21, 54-64.
18. Kisielius, J. and Sternthal, B. (1986) Examining the vividness controversy:an availability-valence interpretation. Journal of Consumer Research 12, 418-31.
19. Klebba, J.M., Stern, B.L. and Tseng, D. (1994) Disclaimers in children’s television advertising revisited:a decade makes a difference. In K. WhiteHill King (ed.) Proceedings. Athens, GA:American Academy of Advertising, pp. 50-7.
20. Kolbe, R.H. and Muehling, D.D. (1992) A content analysis of the `fine print’ in television advertising. Journal of Current Issues and Research in Advertising 14, 47-61.
21. Kolbe, R.H. and Muehling, D.D. (1995) An investigation of the fine print in children’s television advertising. Journal of Current Issues and Research in Advertising, in press.
22. Krugman, H.E. (1965) The impact of television advertising:learning without involvement. Public Opinion Quarterly 29, 349-56.
23. Liebert, D.E., Sprafkin, J.N., Liebert, R.M. and Rubinstein, E.A. (1977) Effects of television commercial disclaimers on the product expectations of children. Journal of Communication 27, 118-24.
24. Mitchell, A.A. (1979) Involvement:a potentially important mediator of consumer behavior. In W.L. Wilkie (ed.) Advances in Consumer Research. Ann Arbor, MI:Association for Consumer Research, pp. 191-6.
25. Moore, C.W. and Pride, W.M. (1980) Selected effects of qualifying statements regarding technical performance claims:an experimental investigation. Journal of Advertising 9(2), 20-8, 43, 44.
26. Muehling, D.D. and Laczniak, R.N. (1992) An examination of factors mediating and moderating advertising’s effect on brand attitude formation. Journal of Current Issues and Research in Advertising 14(1), 23-34.
27. Muehling, D.D. and McCann, M. (1993) Attitude toward the ad:a review. Journal of Current Issues and Research in Advertising 15(2), 25-58.
28. Muehling, D.D., Laczniak, R.N. and Stoltman, J.J. (1991) The moderating effects of ad message involvement:a reassessment. Journal of Advertising 20(2), 29-38.
29. Muehling, D.D., Stoltman, J.J. and Grossbart, S. (1990) The impact of comparative advertising on levels of message involvement. Journal of Advertising 19(4), 41-50.
30. NBC (n.d.) Advertising Standards. New York, NY:NBC Broadcast Standards and Practices Department.
31. Park, C.W. and Young, S.M. (1986) Consumer responses to television commercials:the impact of involvement and background music on brand attitude formation. Journal of Marketing Research 23, 11-24.
32. Petty, R. and Cacioppo, J.T. (1981) Attitudes and Persuasion:Classic and Contemporary Approaches. Dubuque, IA:Wm C. Brown Company.
33. Stern, B.L. and Harmon, R.R. (1984) The incidence and characteristics of disclaimers in children’s television advertising. Journal of Advertising 13(2), 12-16.
34. Stern, B.L. and Resnik, A.J. (1978) Children’s understanding of a televised commercial disclaimer. In S.C. Jain (ed.) Research Frontiers in Marketing:Dialogues and Directions. Chicago, IL:American Marketing Association, pp. 332-6.
35. Stutts, M.A. and Hunnicutt, G.G. (1987) Can young children understand disclaimers in television commercials? Journal of Advertising 16(1), 41-6.
36. Trade Regulation Reporter (1971) `Clear and Conspicuous’ Disclosure. Chicago, IL:Commerce Clearing House, Inc.
37. Wright, P.J. (1973) The cognitive processes mediating acceptance of advertising. Journal of Marketing Research 10, 53-62.