How to Measure Persuasion Knowledge

Ham, Chang Dae; Nelson, Michelle R.; Das, Susmita

doi:10.1080/02650487.2014.994730

Cited by 148 publications

(151 citation statements)

References 93 publications

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“…We measured Recognition of Advertising by asking participants to what extent (1 = strongly disagree , 7 = strongly agree ) they believed the item about Alive Shoes was advertising ( M = 5.43, SD = 1.48; Boerman et al 2012; Ham et al 2015)…”

Section: Methodsmentioning

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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Section: Methodsmentioning

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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“…Similar one-item measures have been used in earlier studies to estimate consumers' ability to recognize advertising (Boerman, Van Reijmersdal, and Neijens 2012;Ham, Nelson, and Das 2015).…”

Section: Conceptual Persuasion Knowledgementioning

confidence: 97%

“This Post Is Sponsored”

Boerman

Willemsen

2017

Journal of Interactive Marketing

298

144

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Social media, such as Facebook, offer brands the opportunity to reach their target audience in a less obtrusive way than traditional media, through sponsored posts. Regulations require marketers to explicitly inform consumers about the commercial nature of these posts. This study addresses the effects of sponsorship disclosures by means of a 2 (no disclosure vs. the sponsorship disclosure 'Sponsored') × 2 (source: celebrity endorser vs. brand) experiment. Results suggest that a sponsorship disclosure only influences the use of persuasion knowledge when the post is disseminated by a celebrity. Moreover, a disclosure starts a process in which the recognition of advertising (i.e., the activation of conceptual persuasion knowledge) causes consumers to develop distrusting beliefs about the post (i.e., higher attitudinal persuasion knowledge), and in turn, decreases their intention to engage in electronic word of mouth.

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“…Therefore, generational differences in persuasion knowledge might explain potential generational differences in the use of advertising resistance strategies. We recommend future research to start with a qualitative study that maps how different generations judge, understand, and respond to different forms of (online) advertising (Ham, Nelson, and Das 2015).…”

Section: Conclusion and Discussionmentioning

confidence: 99%

Media generations and their advertising attitudes and avoidance: a six-country comparison

Goot

Rozendaal

Opree

et al. 2016

International Journal of Advertising

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This cross-national survey (N = 5784) examined generational differences in media use, advertising attitudes and avoidance for five media (websites, social media, mobile phones, television, newspapers) in six countries (Germany, Spain, United Kingdom, United States, France, and the Netherlands). The results showed that the net generation and the newspaper generation, but not the TV generation, were clearly distinct in the frequency of their media use in all six countries. For advertising attitudes, generational patterns were visible, however, neither for all media nor in all countries. When generational differences did occur, the net generation was on the positive end, whereas the newspaper generation was usually the most negative. For advertising avoidance, generational patterns were less present and consistent. The findings point out interesting directions for future research. Practical implications for advertisers and media planners are discussed.

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How to Measure Persuasion Knowledge

Cited by 148 publications

References 93 publications

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

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

“This Post Is Sponsored”

Media generations and their advertising attitudes and avoidance: a six-country comparison

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