Beware: this is sponsored! How disclosures of sponsored content affect persuasion knowledge and brand responses

This study examined how disclosure of sponsored content influences persuasion knowledge and brand responses (i.e., brand memory and brand attitude). Moreover, we tested whether extending disclosure duration increases its effect. We conducted an experiment (N = 116) in which we compared the effects of no disclosure compared to a three-second and a six-second disclosure. Results showed that only a six-second disclosure activates both cognitive and attitudinal persuasion knowledge. With respect to brand responses, we found that disclosure directly increased brand memory, regardless of duration. In addition, a six-second disclosure indirectly resulted in less favorable brand attitudes through lower rates of attitudinal persuasion knowledge. We therefore recommend extending the obligated duration of disclosures.