Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge

Abstract

The aim of this study was to investigate whether or not the effects of brand-unspecific product placement disclosures in a popular music video were moderated by product placement frequency. An experimental study exposed participants to the video clip ‘Telephone’ by Lady Gaga; the product placement frequency of the brand Polaroid (zero, moderate, high) and the presence of placement disclosures were varied experimentally. The results demonstrated that placement disclosures lead to an increase in brand memory for moderately frequently and frequently depicted placements. Disclosures also activate persuasion knowledge independent of placement frequency. However, persuasion knowledge did not lead to more negative brand attitudes. The paper concludes with the implications for researchers and marketers.

Keywords:

• product placement
• product placement disclosure
• brand memory
• persuasion knowledge

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Jörg Matthes

Jörg Matthes (PhD, University of Zurich) is a full professor of advertising research at the University of Vienna, Vienna, Austria. His research interests include advertising effects, public opinion formation, and methods.

Email: [email protected].

Brigitte Naderer

Brigitte Naderer (MA, University of Vienna) is a graduate in advertising research at the University of Vienna, Vienna, Austria. Her research interests include advertising effects in general and advertising effects on children.

Email: [email protected].