Long-term effects of brand placement disclosure on persuasion knowledge and brand responses

Abstract

Various studies have examined the short-term effects of brand placement disclosures. This study aims to (1) replicate previously identified short-term effects of brand placement disclosures on persuasion knowledge and brand responses, and, more importantly, (2) examine whether these effects persist, diminish, or grow in the long-term. We conducted an online experiment (N = 208) in which we compared the effects of including a disclosure (vs. no disclosure) in two waves (short-term, measured directly after watching the programme vs. long-term, measured two to three weeks later). Our results show that a disclosure increases ad recognition (i.e. conceptual persuasion knowledge) immediately after exposure, and that this effect persists even a few weeks after watching the programme. Moreover, a disclosure enhances brand memory via ad recognition, in both the short- and the long-term. However, resistance effects on skepticism (attitudinal persuasion knowledge), brand attitude and purchase intention are neither replicated in the short-term nor found in the long-term.