Authors
Sophie C Boerman, Eva A Van Reijmersdal, Peter C Neijens
Publication date
2015/7/3
Journal
Journal of Advertising
Volume
44
Issue
3
Pages
196-207
Publisher
Routledge
Description
This eye tracking experiment (N = 149) investigates the influence of different ways of disclosing brand placement on viewers’ visual attention, the use of persuasion knowledge, and brand responses. The results showed that (1) a combination of text (“This program contains product placement”) and a product placement (PP) logo was most effective in enhancing the recognition of advertising and that a logo alone was least effective; (2) this effect was mediated by viewers’ visual attention to the disclosure and brand placement; and (3) the recognition of advertising consequently increased brand memory and led to more negative brand attitudes.
Scholar articles
SC Boerman, EA Van Reijmersdal, PC Neijens - Journal of Advertising, 2015