Using Eye Tracking to Understand the Effects of Brand Placement Disclosure Types in Television Programs |
| |
| Authors: | Sophie C. Boerman Eva A. van Reijmersdal Peter C. Neijens |
| |
| Affiliation: | 1. University of Amsterdam, Amsterdam, the Netherlands S.C.Boerman@uva.nl;3. University of Amsterdam, Amsterdam, the Netherlands |
| |
| 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. |
| |
| Keywords: | |
|
|
