Sponsorship Disclosure: Effects Of Duration On Persuasion Knowledge And Brand Responses

1089 Words 5 Pages
Article Reaction The article, Sponsorship Disclosure: Effects of Duration on Persuasion Knowledge and Brand Responses by Boerman, Reijmersdal, and Neijens (2012), is a study about the influence of sponsorship disclosure (SD- intentional communication to the viewer to make him/her aware advertisement of a product or service so as to not be misled or deceived; Required by law to be present when sponsored content is in any form of media). Sponsored content is often included in media, i.e. Jurassic World. The purpose of this article is to analyze the effects of SD (independent variable) as they relate to viewer’s perception of the brand (dependent variable) (1. Brand Attitudes-BA-how viewer feels about the brand as it relates to him/her; and 2. …show more content…
Meaning, viewers became more aware of persuasive tactics employed to encourage them to purchase the advertised product after they had seen the disclosure. Disclosures, however, indirectly affected viewer attitudes towards the marketing campaign (aPK). (Disclosures directly affected cPK which in turn affected viewer attitudes towards marketing, aPK.) In regards to H1b, no direct correlation between the amount of time a DS is shown and the effects of it on the view’s cPK were observed. (The presence of the DS alone creates the desired effect, if the viewer recognizes it as a disclosure and not simply ignores or forgets about it entirely- as did 52% of the subjects.) However, when the disclosure was shown longer (6 seconds), viewers were more likely to rate it more unfavorable, therefore supporting …show more content…
Researchers found that data, also, showe there was little to no direct effect between the amount of time disclosures lasted (3 seconds vs 6 seconds) and how each subject felt about the brand as it relates to persuasive strategies. Therefore, H 3a was not supported. BA was indirectly affected by SD, if the SD lasted at least 6 seconds. The longer the SD lasted the more distrustful and negative the viewer’s attitudes became towards. Attitudes changed only with a SD lasting 6 seconds.
The research gathered in this experiment will be useful: to government agencies who creating/revising laws to protect people from persuasion bias and for businesses to become more effective in marketing and branding approaches. There were many issues, however that could have been avoided or addressed that limited our knowledge of this phenomenon. Problems with validity and generalizations during the method. Even though researchers took intentional measures to eliminate biases from the group, too many of the variables they “controlled” were 1. not broad enough to draw accurate conclusions about larger populations and 2. Not impartial enough (based on age, gender, background knowledge that could create bias towards the product) to make all their findings absolutely conclusive. The subjects chosen were not at all representative of the total population (college students from the Netherlands, average was 22, 77%

Related Documents