Brand placement disclosure effects on brand evaluation, moderated by the level of self-control.
| dc.contributor.advisor | Janssen, L. | |
| dc.contributor.advisor | Batenburg, A.E. | |
| dc.contributor.author | Ulft, C.A.F. van | |
| dc.date.issued | 2015-06-01 | |
| dc.description.abstract | A brand placement is the inclusion of a branded product into a movie or series, and this has been practiced for many decades. That’s why multiple aspects of brand placements have been examined. This study investigates to what extent self-control moderates the effect of a brand placement disclosure on brand evaluation. A disclosure is a warning that informs viewers about the presence of a brand placement. Previous studies found mixed results of the effects of disclosures on brand attitude: they either found negative attitudes, or no effects. In total, 142 people participated in a between-subject experiment in which they watched a movie fragment that included a brand placement, either with or without a disclosure. Viewers need a level of self-control in order to resist a persuasive attempt. Therefore, it was hypothesised that, when the viewer has a high level of self-control, he/she will express more negative brand evaluations after exposure to a disclosure. The second hypothesis was: when the viewer has a low level of self-control, he/she will express no more or less positive brand evaluations after exposure to a disclosure. Findings indicated that self-control did not moderate brand placement disclosure effects on brand evaluation. However, self-control did moderate brand placement disclosure effects on purchase intention. More research should be conducted in order to see what the impact is of amount of self-control of a person on the effects of disclosures. Also, more research should find out why mixed results of disclosures on brand attitude were found. | en_US |
| dc.identifier.uri | https://theses.ubn.ru.nl/handle/123456789/1829 | |
| dc.language.iso | en | en_US |
| dc.thesis.faculty | Faculteit der Letteren | en_US |
| dc.thesis.specialisation | Bachelor Communicatie- en Informatiewetenschappen | en_US |
| dc.thesis.studyprogramme | Bachelor Communicatie- en Informatiewetenschappen | en_US |
| dc.thesis.type | Bachelor | en_US |
| dc.title | Brand placement disclosure effects on brand evaluation, moderated by the level of self-control. | en_US |
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