Effects of Disclosing Brand Placement on Attention, the Use of Persuasion Knowledge and Brand Responses: An Eye Tracking Study

This eye tracking experiment (n = 149) investigates the effects of different ways of disclosing brand placement on viewers’ visual attention, use of persuasion knowledge, and brand responses. Results show that (1) a combination of a text (“This program contains product placement”) and a PP (“product placement”) logo is most effective in enhancing the recognition of advertising, and a PP logo is least effective; (2) this effect is mediated by viewers’ visual attention to the disclosure and the brand placement; and (3) the recognition of advertising consequently increases brand memory and decreases brand attitudes.