The influence of self-control in the effect of brand placement disclosure on brand evaluation
| dc.contributor.advisor | Janssen, L. | |
| dc.contributor.author | Usmany, N | |
| dc.date.issued | 2015-06-01 | |
| dc.description.abstract | To this date, the effects of brand placement disclosures on brand evaluation remain inconsistent. It was expected that people’s level of self-control played a part in these mixed effects of brand placement disclosures. The main purpose of this study was to investigate whether self-control influences the effects of disclosures on brand evaluation. In an experiment, 144 participants evaluated a brand placement, which was integrated in a fragment of a Dutch television program. By means of a writing assignment at the beginning of the experiment, half of the participants were manipulated into a low level of self-control. The other participants maintained a regular (high) level of self-control. Findings of this study showed that people with a high level of self-control evaluated a brand more positively when a disclosure was present compared to people with a high level of self-control that were not exposed to a disclosure. Additionally, other findings of the study showed that the presence of a disclosure enhanced brand recall when people experienced a low level of self-control. Furthermore, this study found that disclosures make people with a low level of self-control are more conscious of persuasion by a brand placement. To this end, it appears that people’s level of self-control does not evidently influences the effects of brand placement disclosures on brand evaluation. However, brand placement disclosures do ensure that people are more aware of persuasion attempts even if they are depleted. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/2209 | |
| 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 | The influence of self-control in the effect of brand placement disclosure on brand evaluation | en_US |
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