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.

抽象的

各种研究都研究了品牌布局披露的短期影响。这项研究旨在（1）复制先前确定的品牌位置披露对说服知识和品牌反应的短期影响，更重要的是（2）检查这些影响是否长期持续，减少或增长。我们进行了在线实验（ñ = 208），我们比较了在两个阶段（短期，直接在观看程序后进行的衡量与长期，即在两到三周后衡量的）进行披露的效果（相对于不披露）。我们的结果表明，披露会在曝光后立即提高广告认知度（即，概念上的说服知识），而且这种效果在观看节目后的几周内仍会持续。此外，无论是从短期还是从长期来看，披露都可以通过广告识别来增强品牌记忆力。但是，对怀疑论（态度说服知识），品牌态度和购买意愿的抵抗力影响在短期内不会复制，长期内也不会发现。