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This study examined how sponsorship disclosure on television influences persuasion knowledge and brand responses (i.e., brand memory and brand attitude). Moreover, we tested whether extending disclosure duration increases its effect. By conducting an experiment (N = 116) we compared the effects of no disclosure to a 3‐second and a 6‐second disclosure. Results showed that especially a 6‐second disclosure activates conceptual and consequently attitudinal persuasion knowledge. Regarding brand responses, we found that disclosure directly increased brand memory, regardless of duration. In addition, a 6‐second disclosure indirectly resulted in less favorable brand attitudes through higher rates of attitudinal persuasion knowledge. Theoretically, this study provides insights into how sponsorship disclosure influences the persuasion process and the role of persuasion knowledge within this process.

There is a vital need for an updated evaluation of children's and adolescents' changing commercial media environment. In this article, we introduce an investigative framework for young people's processing of commercial media content (PCMC) that can deal with current and future developments in the media landscape. To develop this framework, we (a) introduce an integrated model of young people's persuasion processing, adopting a developmental perspective on adult persuasion models; (b) theorize how communication can predict persuasion processing, based on a limited capacity information processing approach; (c) identify specific message characteristics that affect persuasion processing (e.g., prominence, interactivity, integration). Thus, the PCMC model provides a theoretical framework as well as specific guidelines for future research investigating young people's commercialized media environment.

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Augmented Reality (AR) enables consumers to virtually try products on their own face or surroundings in real time (e.g., make-up, furniture), which could help providing consumers a 'try before you buy' experience when shopping online. In an online experiment, we examined the potential positive and negative effects of online product presentation with AR, compared to two non-AR product presentations on a picture of the self or a model. Results suggest that AR enhances perceived informativeness and enjoyment of the shopping experience, as opposed to both non-AR product presentations. Consequently, perceived informativeness leads to a cognitive process which enhances purchase intention and willingness to share personal data with the brand, while perceived enjoyment leads to an affective process which enhances attitude towards the brand. At the same time, AR is perceived as more intrusive, but against expectations, this does not lead to any negative effects.