 Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitudeFanny Fong Yee Chan Journal of Business Research, 2020, vol. 120, issue C, 31-41 Abstract: Despite frequent calls for research from policy makers and scholars, the effect of the prior disclosure of product placement has yet to be confirmed. A preliminary analysis of eight weeks of prime-time television programs revealed that most brand appearances (60.1%) were not disclosed. For those that were disclosed, the placed brands were acknowledged at the end of the programs. A between-subjects web-based experimental study was then conducted to examine the effect of three levels of prior disclosure (none vs. partial vs. full) on placement effectiveness (N = 1100). The results showed that explicitly disclosing the source and intent of a placed brand enhanced the recall and liking of it. Level of prior disclosure also had an indirect effect on the evaluation of a placed brand via the mediator of program liking, while psychological trait reactance worked as a moderator. The results have significant theoretical and practical implications for the field, which are discussed together with future research avenues. Keywords: Product placement; Level of disclosure; Program involvement; Program liking; Psychological trait reactance; Brand evaluation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:120:y:2020:i:c:p:31-41 DOI: 10.1016/j.jbusres.2020.07.028 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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