The visual priming effect of credit card advertising disclosure

Abstract

This study examines how college students perceive the disclosure in a credit card issuer's advertisement through visual priming of the disclosure. The results reveal that visual priming affects college students’ attention toward the disclosure. Moreover, college students perceive higher levels of trust toward the advertisement when the disclosure is visually displayed. Visual priming also enhances college students’ attitudes toward the advertisement and the credit card issuer. This is evident, as the impact of college students’ perceived trust toward the advertisement on their attitudes toward the credit card issuer is mediated by their attitudes toward the advertisement. This study's results promote the effectiveness of credit card advertising through two main approaches: adopting visual communication of disclosure; implementing more responsible credit card advertising practices.