Abstract

The present study is the first to explore the effects of brand placement disclosures in fiction. Prior to reading a short story featuring an unfamiliar brand, participants were exposed to either a brand-unspecific, brand-specific, or no placement disclosure. A longitudinal design was employed, such that conceptual persuasion knowledge (advertising recognition) and author-related perceptions (trustworthiness, intrinsic and ulterior motives for inserting the brand) were measured immediately (Time 1), while brand purchase intention was measured both immediately (Time 1) and after a two-week delay (Time 2). Mediation analyses showed that (especially specific) disclosures enhance advertising recognition and increase perceptions of the author’s ulterior (commercial) motives (both directly and via advertising recognition). Although disclosures did not influence purchase intention directly at either measurement point, they exerted an indirect negative effect on purchase intention at Time 2 via decreasing author trustworthiness.

摘要

本研究首次探讨了小说中品牌植入披露的影响。在阅读以不熟悉品牌为特色的短篇小说之前，参与者会接触到品牌不特定、品牌特定或没有展示位置披露的信息。采用纵向设计，即立即测量概念说服知识（广告识别）和与作者相关的认知（可信度、插入品牌的内在和不可告人的动机）（时间 1），同时立即测量品牌购买意愿（时间1) 并在延迟两周后（时间 2）。中介分析表明，（尤其是具体的）披露提高了广告认可度，并增加了对作者别有用心（商业）动机的感知（直接和通过广告认可）。