Disclosing Celebrity Endorsement in a Television Program to Mitigate Persuasion: How Disclosure Type and Celebrity Credibility Interact

Dekker, K.; Reijmersdal, Eva A. van

doi:10.1080/10496491.2013.769473

Cited by 49 publications

(21 citation statements)

References 45 publications

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“…For children with lower PSR, their realization that the video is created to sell products, triggers resistance resulting in more negative attitude toward the brand. These findings converge with Dekker and Van Reijmersdal (2013) who showed that disclosures only had negative effects on brand responses among people who did not find the influencer (Oprah Winfrey) credible. Thus, relations with the influencer or perceptions of credibility may offset negative consequences of advertising literacy for the brand.…”

Section: Discussionsupporting

confidence: 82%

“…Consequently, we expect that there is no negative effect of ad literacy on brand, product, and video responses for children with high levels of PSR. In line with this reasoning, Dekker and Van Reijmersdal (2013) found that a disclosure in a sponsored episode of The Oprah Winfrey Show did not affect the acceptance of the claims Oprah made about the advertised product for people who believed Oprah to be highly credible. The disclosure did have a negative effect on product claim acceptance for those who did not find Oprah credible.…”

Section: Moderating Role Of Psrmentioning

confidence: 80%

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Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship

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Section: Discussionsupporting

confidence: 82%

Section: Moderating Role Of Psrmentioning

confidence: 80%

Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship

2020

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“…Previous research has demonstrated that the content of the disclosure determines its effects (Boerman et al 2015; Carr and Hayes 2014; Dekker and Van Reijmersdal 2013; Tessitore and Geuens 2013). For example, stronger effects were found when not only the source but also the persuasive intent were mentioned (Dekker and Van Reijmersdal 2013). Similarly, disclosures may need to be shown for longer than 6 s to exert an effect on adolescents’ attitudinal persuasion knowledge.…”

Section: Discussionmentioning

confidence: 99%

“…Some studies failed to demonstrate (direct) sponsorship disclosure effects on attitudes toward brands placed in television programs and movies (Dekker and Van Reijmersdal 2013; Matthes and Naderer 2016; Van Reijmersdal et al 2015). However, Boerman et al (2012) demonstrated that a disclosure negatively affected attitudes toward a brand placed in a television program but only indirectly via attitudinal persuasion knowledge.…”

Section: Introductionmentioning

confidence: 99%

This is Advertising! Effects of Disclosing Television Brand Placement on Adolescents

Reijmersdal

Boerman

Buijzen

et al. 2016

J Youth Adolescence

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As heavy media users, adolescents are frequently exposed to embedded advertising formats such as brand placements. Because this may lead to unwitting persuasion, regulations prescribe disclosure of brand placements. This study aimed to increase our understanding of the effects of disclosing television brand placements and disclosure duration on adolescents’ persuasion knowledge (i.e., recognition of brand placement as being advertising, understanding that brand placement has a persuasive intent and critical attitude toward brand placement) and brand responses (i.e., brand memory and brand attitude). To do so, an earlier study that was conducted among adults was replicated among adolescents aged 13–17 years (N = 221, 44 % female). The present study shows that brand placement disclosure had limited effects on adolescents’ persuasion knowledge as it only affected adolescents’ understanding of persuasive intent, did not mitigate persuasion, but did increase brand memory. These findings suggest that brand placement disclosure has fundamentally different effects on adolescents than on adults: the disclosures had less effects on activating persuasion knowledge and mitigating persuasion among adolescents than among adults. Implications for advertising disclosure regulation and consequences for advertisers are discussed.

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“…Research conducted among adults indeed finds warning cues to be effective in activating cognitive advertising literacy and altering the persuasive effects of brand placement. I.e., some studies show that cues can directly temper intended effects such as brand recall and attitude (Campbell, Mohr, and Verlegh 2013;van Reijmersdal 2015) and product claim acceptance (Dekker and van Reijmersdal 2013). Other studies demonstrate that the cues' weakening impact DISCLOSING BRAND PLACEMENT TO YOUNG CHILDREN 4 on brand placement effects (e.g.…”

Section: Warning Cues For Activating Children's Advertising Literacymentioning

confidence: 99%

Disclosing brand placement to young children

Pauw

Hudders

Cauberghe

2017

International Journal of Advertising

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In spite of the EU's prohibition on brand placement in children's programs, it is argued that children may still be exposed to this advertising format in many occasions. Consequently, and as children may have even more difficulties than adults to distinguish the commercial content from the editorial media content in which it is embedded, an advertising disclosure may be necessary to enable them to cope with brand placement. Entailing two one-factorial between-subjects experiments, the current article examined how different types of brand placement warning cues influenced cognitive advertising literacy and the attitude toward the placed brand, among children between 8 and 10 years old. In a first study, it was investigated how these outcomes were influenced by warning cues with different perceptual modalities (no vs. auditory vs. visual cue, N = 98). The results showed that a visual warning cue was more effective than an auditory warning cue (vs. no warning cue) in triggering cognitive advertising literacy. However, this activated cognitive advertising literacy could not account for the effect of the visual warning cue on brand attitude. In a follow-up study, it was examined whether the effectiveness of this visual warning cue was influenced by the timing of disclosure (cue prior to vs. during media containing brand placement, N = 142). Additionally, it was tested whether the effect of the cue on brand attitude could be explained by cognitive advertising literacy if children's sceptical attitude toward the brand placement format was taken into account. The results showed that cognitive advertising literacy was higher when the cue was shown prior to than during the media content. This cue-activated cognitive advertising literacy resulted in a more positive brand attitude, but only among children who were less sceptical toward brand placement. This positive relation disappeared among moderately and highly sceptical children. These findings have significant theoretical, practical and social implications.

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Disclosing Celebrity Endorsement in a Television Program to Mitigate Persuasion: How Disclosure Type and Celebrity Credibility Interact

Cited by 49 publications

References 45 publications

Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship

Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship

This is Advertising! Effects of Disclosing Television Brand Placement on Adolescents

Disclosing brand placement to young children

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