Many artists and music labels rely on partnerships with brands to pay for the production costs of their music videos. In exchange, the brands are featured in those videos. To enhance the transparency of these embedded forms of advertising, sponsorship disclosures are required. However, it remains unknown what the content of these disclosures in music videos should be to enhance sponsor transparency for adolescents. We examined how disclosure type affected adolescents’ conceptual and attitudinal persuasion knowledge. In addition, effects on responses (...) toward the brand, music video, and artist were examined. An experiment showed that none of the tested disclosures enhanced adolescents’ conceptual persuasion knowledge. However, disclosures explaining that the embedded brand helped pay for the production cost of the video led to lower attitudinal persuasion knowledge and, consequently, to more positive attitudes toward the brand, video, and artist, and to increased intentions to purchase the brand. (shrink)

Due to huge advancements in natural language processing (NLP) and machine learning, chatbots are gaining significance in the field of customer service. For users, it may be hard to distinguish whether they are communicating with a human or a chatbot. This brings ethical issues, as users have the right to know who or what they are interacting with (European Commission in Regulatory framework proposal on artificial intelligence. https://digital-strategy.ec.europa.eu/en/policies/regulatory-framework-ai, 2022). One of the solutions is to include a disclosure at the start (...) of the interaction (e.g., “this is a chatbot”). However, companies are reluctant to use disclosures, as consumers may perceive artificial agents as less knowledgeable and empathetic than their human counterparts (Luo et al. in Market Sci 38(6):937–947, 2019). The current mixed methods study, combining qualitative interviews (n = 8) and a quantitative experiment (n = 194), delves into users’ responses to a disclosed vs. undisclosed customer service chatbot, focusing on source orientation, anthropomorphism, and social presence. The qualitative interviews reveal that it is the willingness to help the customer and the friendly tone of voice that matters to the users, regardless of the artificial status of the customer care representative. The experiment did not show significant effects of the disclosure (vs. non-disclosure). Implications for research, legislators and businesses are discussed. (shrink)

Recently, the European Union decreed that European countries should use disclosures of brand placement in programs and movies on television to guarantee fair communication. However, an understanding of the effects of disclosing brand placement is lacking. The present study is the first to test the impact of the new TV sponsorship regulations regarding disclosure of brand placement. In an experiment, we examine viewers’ opinions about disclosures along with the effects of disclosure timings. Analyses show that brand memory increases when a (...) disclosure is shown. In addition, brand memory is significantly higher when the disclosure is shown during the placement than when it is shown after the placement. Disclosures do not seem to activate critical attitudes. Respondents confronted with a disclosure, regardless of the timing, were not more skeptical towards brand placement than respondents who were not exposed to a disclosure. These findings have important implications for theory and public policy regarding brand placement disclosures. (shrink)

This article examines whether there are differences between older and younger adults in recall and liking of arousing television commercials. As hypothesized, the experiment demonstrated that older adults remembered brands and products in calm commercials better than in arousing commercials, and they also liked calm commercials more. In contrast, younger adults remembered brands and products in arousing commercials better and they liked these commercials more. In addition, linear relationships showed that for older adults arousal deteriorates their recall and liking, whereas (...) for younger adults arousal – up to a certain point – is beneficial. These findings strongly suggest that advertising effects found in younger samples are unlikely to be the same for older target groups. An important practical implication is that it currently seems wise to make commercials targeted towards older adults calm instead of arousing when the aim is to generate brand recall and liking. (shrink)

Many consumers fail to identify online sponsored content as advertising. This is an ethical problem because consumers need to know when they are exposed to advertising so they can raise counterargu...