"This program contains advertising": How the timing of sponsorship disclosure influences critical processing of sponsored content

This study investigates whether the timing of sponsorship disclosure influences the processing of sponsored content. A model is proposed in which sponsorship disclosure activates persuasion knowledge, which leads to critical processing of the sponsored content, and ultimately negatively affects the attitude toward the brand in the sponsored content. This model was supported, but only when the disclosure was displayed prior to or concurrent with the sponsored content. These findings emphasize the importance of disclosure timing. A disclosure displayed prior to or concurrent with the sponsored content primes the sponsored content and provides sufficient processing time to viewers to recognize the content as advertising and process it critically. Furthermore, the findings show that persuasion knowledge and critical processing underlie the effect of sponsorship disclosure on brand attitude. Regarding practical implications, this research demonstrates that disclosure can make viewers aware of sponsored program content, and can ultimately lead to resistance against persuasion.