- The meaning derived from claims/disclaimers depends on information processing factors including biasers derived from preexisting beliefs and demographics
- Confirmatory Bias
- Consumers interpret structure function and disease claims and disclaimers in a manner that confirms an existing belief (Chernev 2001, Deighton 1984, Hoch and Ha 1986, Russo, Meloy and Medvec 1998)
- Arise because consumers are motivated to maintain consistency in their beliefs
