- Using eye tracking to understand the effects of brand placement disclosure types in television programs
- Journal of Advertising
- Volume | Issue number
- 44 | 3
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
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.
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