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The Effects of Brand Placement Disclosures in Fiction.
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- Author(s): Avramova, Yana R.; Dens, Nathalie; De Pelsmacker, Patrick
- Source:
Journal of Advertising; Aug/Sep2022, Vol. 51 Issue 4, p450-468, 19p, 1 Diagram, 5 Charts, 1 Graph- Subject Terms:
- Source:
- Additional Information
- Abstract: The present study is the first to explore the effects of brand placement disclosures in fiction. Prior to reading a short story featuring an unfamiliar brand, participants were exposed to either a brand-unspecific, brand-specific, or no placement disclosure. A longitudinal design was employed, such that conceptual persuasion knowledge (advertising recognition) and author-related perceptions (trustworthiness, intrinsic and ulterior motives for inserting the brand) were measured immediately (Time 1), while brand purchase intention was measured both immediately (Time 1) and after a two-week delay (Time 2). Mediation analyses showed that (especially specific) disclosures enhance advertising recognition and increase perceptions of the author's ulterior (commercial) motives (both directly and via advertising recognition). Although disclosures did not influence purchase intention directly at either measurement point, they exerted an indirect negative effect on purchase intention at Time 2 via decreasing author trustworthiness. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of Advertising is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Abstract:
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