The DOI matches its Crossref record; 8 of the 8 references it cites were found in a registry or an index.
Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses
Open accessAbstract
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.
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Preacher, K. J., & Hayes, A. F. (2008) · Behavior Research Methods · doi:10.3758/brm.40.3.879 · Cited by 34,117
Ohanian, R. (1990) · Journal of Advertising · doi:10.1080/00913367.1990.10673191 · Cited by 4,043
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811
Mediation Analysis in Social Psychology: Current Practices and New Recommendations
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The limited capacity model of mediated message processing
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Mere Exposure: A Gateway to the Subliminal
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Preattentive Mere Exposure Effects
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Cited by
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017) · Journal of Interactive Advertising · doi:10.1080/15252019.2017.1366885 · Cited by 921
Hwang, K., & Zhang, Q. (2018) · Computers in Human Behavior · doi:10.1016/j.chb.2018.05.029 · Cited by 639
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2016.12.002 · Cited by 581
Self-citationWhen less is more: the impact of macro and micro social media influencers’ disclosure
Kay, S., Mulcahy, R., & Parkinson, J. (2020) · Journal of Marketing Management · doi:10.1080/0267257x.2020.1718740 · Cited by 508
Lou, C. (2022) · Journal of Advertising · doi:10.1080/00913367.2021.1880345 · Cited by 455
Metadata
- Authors
- Boerman, S. C., van Reijmersdal, E. A., & Neijens, P. C.
- Venue
- Journal of Communication
- Publisher
- Oxford University Press (OUP)
- Published
- 2012-12
- Volume
- 62
- Issue
- 6
- Pages
- 1047-1064
- ISSN
- 0021-9916 (ISSN-L)
- OpenAlex
- W2147374666
- Cited by
- 398
- References
- 8
- FWCI
- 20.11
- Type
- journal article
- Language
- en
- Open access
- green
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- Boerman, S. C., van Reijmersdal, E. A., & Neijens, P. C. (2012). Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses. Journal of Communication. https://doi.org/10.1111/j.1460-2466.2012.01677.x
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
