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首页> 外文期刊>Journal of Business Research >Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude
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Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude

机译：产品安置的前提下列：披露的更明确，品牌召回和品牌态度越好

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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.
机译：尽管经常呼吁从政策制定者和学者进行研究，但事先披露产品展示位置的效果尚未得到证实。初步分析了八周的主要电视节目，揭示了大多数品牌出场（60.1％）未披露。对于那些披露的人来说，放置的品牌在计划结束时得到了承认。然后进行受试者基于网络的基于Web的实验研究，以检查三个水平的前一级（无与部分与全部）对置入效率的影响（n = 1100）。结果表明，明确披露了一个品牌的来源和意图，增强了召回和喜好。现前披露的水平也对通过方案喜欢的调解员评估所安置的品牌的间接影响，而心理特质反应担任主持人。结果对该领域具有显着的理论和实际意义，这些影响与未来的研究途径一起讨论。

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