Long-term effects of brand placement disclosure on persuasion knowledge and brand responses

Sophie C. Boerman*, Tina Tessitore, Céline M. Müller

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

29 Citations (Scopus)

Abstract

Various studies have examined the short-term effects of brand placement disclosures. This study aims to (1) replicate previously identified short-term effects of brand placement disclosures on persuasion knowledge and brand responses, and, more importantly, (2) examine whether these effects persist, diminish, or grow in the long-term. We conducted an online experiment (N = 208) in which we compared the effects of including a disclosure (vs. no disclosure) in two waves (short-term, measured directly after watching the programme vs. long-term, measured two to three weeks later). Our results show that a disclosure increases ad recognition (i.e. conceptual persuasion knowledge) immediately after exposure, and that this effect persists even a few weeks after watching the programme. Moreover, a disclosure enhances brand memory via ad recognition, in both the short- and the long-term. However, resistance effects on skepticism (attitudinal persuasion knowledge), brand attitude and purchase intention are neither replicated in the short-term nor found in the long-term.
Original languageEnglish
Pages (from-to)26-48
Number of pages23
JournalInternational Journal of Advertising
Volume40
Issue number1
DOIs
Publication statusPublished - 2021
Externally publishedYes

Keywords

  • brand attitude
  • brand memory
  • Brand placement
  • disclosure
  • long-term effect
  • persuasion knowledge
  • purchase intention

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