- Author
- Year
- 2015
- Title
- Using eye tracking to understand the effects of brand placement disclosure types in television programs
- Journal
- Journal of Advertising
- Volume | Issue number
- 44 | 3
- Pages (from-to)
- 196-207
- Document type
- Article
- Faculty
- Faculty of Social and Behavioural Sciences (FMG)
- Institute
- Amsterdam School of Communication Research (ASCoR)
- Abstract
-
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.
- URL
- go to publisher's site
- Language
- English
- Permalink
- http://hdl.handle.net/11245/1.430289
Disclaimer/Complaints regulations
If you believe that digital publication of certain material infringes any of your rights or (privacy) interests, please let the Library know, stating your reasons. In case of a legitimate complaint, the Library will make the material inaccessible and/or remove it from the website. Please Ask the Library, or send a letter to: Library of the University of Amsterdam, Secretariat, Singel 425, 1012 WP Amsterdam, The Netherlands. You will be contacted as soon as possible.