Understanding Of Persuasive Intent Research Articles

Can I @handle it? The effects of sponsorship disclosure in TikTok influencer marketing videos with different product integration levels on adolescents’ persuasion knowledge and brand outcomes

TikTok influencer videos are becoming increasingly popular for promotional purposes and are appealing to adolescents. Yet, the products' level of integration into the storyline of such videos influences their recognizability as advertisements, which is concerning as they expose adolescents to unhealthy social media food marketing, leading to unhealthy consumption. This study investigated whether a sponsorship disclosure in a TikTok influencer video with different levels of product-plot integration increases adolescents' persuasion knowledge and impacts their brand outcomes. This between-subjects 2 × 2 experiment included 245 Dutch adolescents with a mean age of 13.6 (SD = 1.42). Participants watched a TikTok video in which the brand Doritos was shown passively or integrated into the storyline, with or without a disclosure. The sponsorship disclosure significantly increased recognition of advertising (F(241) = 4.48, p = .035) and understanding of persuasive intent (F(241) = 13.28, p = <.001), regardless of product-plot integration level. Yet, brand attitude and product choice were not affected significantly by the disclosure. Overall, sponsorship disclosure in TikTok influencer videos helps create transparency and increase adolescents’ recognition and understanding of commercial and persuasive intent. This study is the first to investigate disclosures in the context of popular short-format social media videos.

Disclosing product placement in audiovisual media services: a practical and scientific perspective on the implementation of disclosures across the European Union

According to the law of the European Union (EU), broadcasters are obligated to inform consumers about the presence of product placements (PP) through disclosures. To ascertain whether disclosures are able to improve consumers’ understanding of persuasive intent, researchers have examined the impact of multiple disclosure presentations. This can be attributed to the fact that all EU Member States currently apply a variety of different disclosures. No study so far, however, has assessed how PP disclosures are implemented across the EU and whether PP disclosures investigated in advertising research relate to disclosures used in practice. In the present study, we thus conducted both a systematic assessment of practical disclosures of leading EU broadcasters and a comparison of the current practical disclosure presentations with the empirically tested versions. Results revealed that especially brand-unspecific and repetitive disclosures are under-investigated forms of disclosures although commonly used in practice. Implications for both science and policy, and future research are discussed.

Advertising Literacy and Executive Function: Testing Their Influence on Children’s Consumer Behavior

ABSTRACTFor decades, researchers have theorized that children’s persuasion understanding should help them cope with commercial messages. Yet, to date, there is little evidence to support this hypothesized relationship. Recently, scholars have suggested 2 potential reasons for the lack of findings. The first is that the measure of children’s persuasion understanding has not been thoroughly conceptualized, as previous work has confused knowledge of persuasive intent with knowledge of selling intent. The second is that previous research on the subject has not appropriately considered the role that cognitive development plays in helping children respond to commercial messages with a particular focus on the role that executive function should play. Working with 79 elementary school children and their parents, this study tested whether children’s advertising knowledge was associated with parent-reported consumer behavior (i.e., purchase requests) and if children’s executive function moderated this relationship. Results indicate that children’s understanding of selling intent is negatively associated with parent-reported purchase requests, but understanding of persuasive intent is not. Moreover, although children’s executive function does not moderate this relationship, it is directly associated with consumer behavior. These results offer new insights into how children’s advertising literacy and cognitive development potentially affect their consumer behavior.

Evaluation of an Australian Alcohol Media Literacy Program.

A 10-lesson alcohol media literacy program was developed, underpinned by the message interpretation processing model, inoculation theory, and constructivist learning theory, and was tailored to be culturally relevant to the Australian context. This program aimed to increase students' media deconstruction skills and reduce intent to drink alcohol. The purpose of this study was to evaluate the effectiveness of the program in achieving these goals through a short-term quasi-experimental trial. Elementary schools were assigned to either the intervention group (83 students) or a wait-list control group (82 students). Student questionnaires were administered at three time points (baseline, after the intervention group completed the program, and after the wait-list control group completed the program) to evaluate the effectiveness of the intervention. The intervention and wait-list control groups reported significantly higher media deconstruction skills as a result of the intervention. Both groups reported significantly lower social norms, whereas the wait-list control group reported significantly lower positive alcohol expectancies. There were no significant changes to self-efficacy to refuse alcohol, preference for alcohol-branded merchandise, and understanding of persuasive intent as a result of the intervention. To date, the majority of alcohol media literacy studies have been conducted in the United States and have focused on deconstructing television and print-based ads. This evaluation provides evidence that an alcohol media literacy program that was developed for a specific cultural context, and that incorporates a broad range of multimodal advertisements, can have a positive impact on beliefs and attitudes that are known predictors/precursors of drinking behaviors.

Empowering students to respond to alcohol advertisements: results from a pilot study of an Australian media literacy intervention

ObjectiveAlcohol media literacy programs in the United States have increased students' media literacy skills and lowered pre‐drinking behaviour. In Australia, no such programs have yet been implemented or evaluated. This pilot study aimed to examine the feasibility and potential impact of an alcohol media literacy program for Australian upper‐primary school children. MethodsThirty‐seven Year 5 and 6 students (aged 10–12) from one school in the Sydney region participated in 10 one‐hour media lessons. Teacher interviews, student exit slips, teacher observations and a researcher reflective journal were analysed to examine the implementation process, while a pre‐ and post‐questionnaire was analysed to measure outcome. ResultsKey factors in implementation were the importance of school context; attainment of English and PDHPE learning outcomes to differing extents; program's useability provided flexibility; perceived complexity and achievability of the lessons and program's engagement and relevance for the students. The program significantly increased media literacy skills and understanding of persuasive intent; decreased interest in alcohol branded merchandise; and lowered perception of drinking norms. Conclusion and implicationsAn Australian alcohol media literacy program for upper‐primary school children appears feasible, and has potential to lead to measurable outcomes.

This is Advertising! Effects of Disclosing Television Brand Placement on Adolescents

As heavy media users, adolescents are frequently exposed to embedded advertising formats such as brand placements. Because this may lead to unwitting persuasion, regulations prescribe disclosure of brand placements. This study aimed to increase our understanding of the effects of disclosing television brand placements and disclosure duration on adolescents’ persuasion knowledge (i.e., recognition of brand placement as being advertising, understanding that brand placement has a persuasive intent and critical attitude toward brand placement) and brand responses (i.e., brand memory and brand attitude). To do so, an earlier study that was conducted among adults was replicated among adolescents aged 13–17 years (N = 221, 44 % female). The present study shows that brand placement disclosure had limited effects on adolescents’ persuasion knowledge as it only affected adolescents’ understanding of persuasive intent, did not mitigate persuasion, but did increase brand memory. These findings suggest that brand placement disclosure has fundamentally different effects on adolescents than on adults: the disclosures had less effects on activating persuasion knowledge and mitigating persuasion among adolescents than among adults. Implications for advertising disclosure regulation and consequences for advertisers are discussed.

Jongeren en reclame in sociaalnetwerkgames

Young adolescents and advertising on sociaal network games: the influence of parents and school on advertising literacy and behavioural intentions Young adolescents and advertising on sociaal network games: the influence of parents and school on advertising literacy and behavioural intentions This study focusses on young-adolescents’ advertising literacy on social network games (SNGs). More particularly, a model is tested in which parental mediation styles and attention to internet advertising at school are related to conceptual and attitudinal advertising literacy in SNG and in which both advertising literacies in turn are related to behavioral intentions. Data were collected among 780 respondents (aged 10-14 years). After showing participants a video compilation of SNG Habbo, a questionnaire was given to the respondents addressing the abovementioned aspects. Results confirmed that autonomy-supportive restrictive mediation is positively associated with understanding selling intention, while autonomy-supportive active mediation is positively associated with understanding persuasive intention. In addition, attention to internet advertising at school is related to children’s understanding of persuasive intent. Critical attitude towards SNG advertising is negatively related to pester intention and intention to buy, while understanding persuasive intent is associated with a higher score on both intentions.

Effects of online advertising format and persuasion knowledge on audience reactions

In an experiment (N = 99), effects of subtle and prominent online advertising formats, respectively sponsored content and banner ads, on audience reactions toward the advertisement are tested. In addition, the role of several persuasion knowledge elements such as understanding of persuasive intent and ad skepticism in processing online advertising formats is investigated. Results show that participants find the sponsored content more informative, more amusing, and less irritating than the banner ad. With respect to persuasion knowledge, recognition of the advertising format, understanding of persuasive intent, and ad skepticism are higher for banner ads than for sponsored content. Furthermore, ad skepticism seems to be strongly related to perceived advertising value. These new findings show that persuasion knowledge plays a role in the appreciation of subtle and prominent online advertising formats.

Effects of General and Alcohol-Specific Media Literacy Training On Children's Decision Making About Alcohol

This article examines the immediate and delayed effects of media literacy training on third-grade children's perceptions of alcohol advertising, alcohol norms, expectancies for drinking, and behaviors toward alcohol. A Solomon four-group style experiment (N = 225) with two levels of the treatment factor assessed the effectiveness of in-school media literacy training for alcohol. The experiment compared a treatment that included the viewing of a videotape about television advertising along with the viewing of video clips of alcohol ads and discussion pertaining to alcohol advertising specifically versus one that included the viewing of the same general purpose media literacy videotape along with video clips of non-alcohol advertising and then discussion of advertising in general. The treatment had both immediate and delayed effects. Immediate effects included the children's increased understanding of persuasive intent, viewing of characters as less similar to people they knew in real life and less desirable, decreased desire to be like the characters, decreased expectation of positive consequences from drinking alcohol, and decreased likelihood to choose an alcohol-related product. Indirect effects also were found on their perceptions of television's realism and their views of social norms related to alcohol. Delayed effects were examined and confirmed on expectancies and behavior. The treatment was more effective when alcohol-specific, and it also was more effective among girls than boys.