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Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude

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  • Chan, Fanny Fong Yee

Abstract

Despite frequent calls for research from policy makers and scholars, the effect of the prior disclosure of product placement has yet to be confirmed. A preliminary analysis of eight weeks of prime-time television programs revealed that most brand appearances (60.1%) were not disclosed. For those that were disclosed, the placed brands were acknowledged at the end of the programs. A between-subjects web-based experimental study was then conducted to examine the effect of three levels of prior disclosure (none vs. partial vs. full) on placement effectiveness (N = 1100). The results showed that explicitly disclosing the source and intent of a placed brand enhanced the recall and liking of it. Level of prior disclosure also had an indirect effect on the evaluation of a placed brand via the mediator of program liking, while psychological trait reactance worked as a moderator. The results have significant theoretical and practical implications for the field, which are discussed together with future research avenues.

Suggested Citation

  • Chan, Fanny Fong Yee, 2020. "Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude," Journal of Business Research, Elsevier, vol. 120(C), pages 31-41.
    • Handle: RePEc:eee:jbrese:v:120:y:2020:i:c:p:31-41
    DOI: 10.1016/j.jbusres.2020.07.028
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    References listed on IDEAS

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