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

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 ¼ 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.

BoPopriation: How self-promotion and corporate commodification can undermine the body positivity (BoPo) movement on Instagram

“…Our work suggests that various forms of promotional persuasion were deemed less appropriate (albeit to different degrees) when accompanying prosocial messaging on social media. From our findings and recent work (Boerman et al, 2021;van Dam & van Reijmersdal, 2019), we can speculate that the relationship between persuasion recognition and moral appropriateness is contingently moderated by the presence of altruistic persuasion: there is a negative relationship between the recognition of promotional persuasion and moral appropriateness when promotional persuasive appeals are presented in conjunction with altruistic persuasive appeals. However, this relationship is non-significant in the absence of altruistic persuasive appeals (ceteris paribus).…”

“…Recent conceptual (Hudders et al, 2017) and measurement (Boerman et al, 2018) work has encouraged researchers to focus on this distinct and less studied evaluative dimension of the persuasion knowledge model. van Dam and van Reijmersdal (2019) and Boerman et al (2021) did not find evidence connecting an increased recognition of persuasion with a reduction in the moral appropriateness of persuasive appeals. In fact, van Dam and van Reijmersdal (2019) reported evidence that adolescents actually find it perfectly appropriate for influencers on YouTube to market products.…”

“…As such, it is essential to identify and isolate how messages can trigger the recognition of specific forms of persuasion in particular online spaces. This is especially important in online environments like Instagram wherein influencer and corporate-sponsored posts can blend in with user posts, making it difficult to recognize self-promotion or advertising (Boerman et al, 2021;Boerman et al, 2017;Hudders et al, 2017). Accordingly, in this study, we examined how messages can trigger the recognition of self-promotion or commercial advertising and the effects that recognizing these specific forms of persuasion have for the body positivity movement.…”

“…Although the persuasion knowledge model has been widely used to examine how people respond to persuasive appeals in a variety of contexts (including Instagram; Boerman, 2021;Johnson et al, 2019), examining how the recognition of persuasion influences the perceived moral appropriateness of persuasive appeals has received relatively less attention. Recent conceptual (Hudders et al, 2017) and measurement (Boerman et al, 2018) work has encouraged researchers to focus on this distinct and less studied evaluative dimension of the persuasion knowledge model.…”

Winning the Battle but Losing the War: Ironic Effects of Training Consumers to Detect Deceptive Advertising Tactics

“…A second limitation is that our research examined the immediate effects of general and specific training rather than longer-term effects. While there is some reason to believe that PK training can last for some time afterwards (Boerman et al, 2020;Sagarin et al, 2002), it would be of benefit to examine this question for both the ironic effects of specific training and the broader effects of general training shown here. Additional general training (re)exposures may be needed from time-to-time to maintain vigilance towards unethical tactics.…”