More than meets the eye

  title={More than meets the eye},
  author={J{\"o}rg Matthes and Christian Schemer and Werner Wirth},
  journal={International Journal of Advertising},
  pages={477 - 503}
A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes. In an experimental study working with an authentic television broadcast, the authors investigated the influence of frequency of placement exposure, viewers’ involvement and viewers’ persuasion knowledge on the attitudes towards the brand and brand recall. Results clearly indicate a mere exposure effect. A frequently presented brand placement can have a positive… Expand
Using Eye Tracking to Understand the Effects of Brand Placement Disclosure Types in Television Programs
This eye tracking experiment (N = 149) investigates the influence of different ways of disclosing brand placement on viewers’ visual attention, the use of persuasion knowledge, and brand responses.Expand
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At the Roots of Product Placement: The Mere Exposure Effect
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This eye tracking experiment (N = 149) investigates the infl uence of different ways of disclosing brand placement on viewers’ visual attention, the use of persuasion knowledge, and brand and programExpand
  • 2014
This eye tracking experiment (N = 149) investigates the infl uence of different ways of disclosing brand placement on viewers’ visual attention, the use of persuasion knowledge, and brand and programExpand
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Brand Placement Recognition
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This review clarifies the definition of brand placement and outlines an emerging body of research into placement, especially in its potential impact on program audiences. Expand
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