Using eye tracking to understand the effects of brand placement disclosure types in television programs

• Autores: Sophie C. Boerman, Eva A. van Reijmersdal, Peter C. Neijens
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 44, Nº 3, 2015, págs. 196-207
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Dialnet Métricas: 1 Cita
• Resumen

  • 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