The Role of Self-control in the Effectiveness of Brand Placement Disclosures.
|dc.contributor.author||Dillen, L. van|
|dc.description.abstract||Today, the inclusion of branded products in the content of a film or television programme is becoming quite common. This application is called brand placement. It is obligatory to mention the usage of brand placement, which is done by means of disclosures: statements or symbols that help viewers to recognize the persuasive intent of the placement as sponsored content. Disclosures are proposed to influence viewers’ evaluations of the placed brand. However, mixed results of brand evaluations in response to disclosures were found. This study was conducted to investigate under which circumstances disclosures affect brand evaluations. People with non-depleted self-control were expected to evaluate the brand less positively when exposed to a disclosure, people with depleted self-control were not expected to evaluate the brand more or less positively when exposed to a disclosure. The level of self-control of participants and the presence of a disclosure were manipulated using a two-factorial design. In an online web-survey, 148 participants were asked to answer several questions after taking part in a proverb task and watching a film fragment with brand placement. Results indicated no significant interaction effect of self-control and disclosure on brand attitude. However, an interaction effect of self-control and disclosure was discovered for purchase intention. In the absence of a disclosure, people with depleted self-control resources had a higher purchase intention. This study shows that self-control is not likely to be the explanation for the mixed results concerning brand evaluation in response to disclosures. Keywords: brand placement, disclosures, self-control, brand attitude, purchase intent||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.title||The Role of Self-control in the Effectiveness of Brand Placement Disclosures.||en_US|