The impacts of positive and negative product information disclosure at trade shows

Purpose Conceptually distinguishing between information disclosure and quality, this study aims to investigate how exhibitors’ disclosure of positive versus negative product information at trade shows influences trade visitors’ trust in both the exhibitor and product, as well as subsequent purchase intention. Design/methodology/approach This study collected data from 246 trade visitors at a trade show and used multivariable regression models and partial least squares structural equation modeling to evaluate the research hypotheses. Findings Exhibitors’ positive and negative product information disclosure enhances familiar trade visitors’ trust in the exhibitor (exhibitor trust) and product (product trust). For unfamiliar trade visitors, positive product information disclosure positively influences exhibitor trust, whereas negative disclosure positively influences product trust. Disclosure of negative product information does not moderate the effect of positive product information disclosure on trade visitors’ trust. Furthermore, both exhibitor and product trust mediate the relationship between product information disclosure and purchase intention. Originality/value This study examines exhibitors’ information disclosure behavior − rather than the information content itself − in the context of trade shows. The observed effects diverge significantly from those reported in prior research conducted in less competitive, noninteractive and consumer-oriented settings. Specifically, neither positive nor negative product information disclosure exhibits an inverted U-shaped relationship with trade visitors’ trust in either the product or the exhibitor, nor do they exert a direct effect on purchase intention.