Abstract: 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.
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health