oa Waarschuwingen, beroemdheden en brand placement: de effecten van type waarschuwing en geloofwaardigheid op kijkerreacties

Warnings, celebrities, and product placement: effect of celebrity appreciation and formulation of warnings on viewers’ responses

Although many studies on product placement have been conducted, effects of celebrities in product placement remained unstudied. In addition, new legislation forces television programs to show warnings for sponsored content. However, effects of such warnings for product placement are unknown. The present study shows that appreciation of the celebrity has a strong impact on the persuasiveness of product placement, but that this effect is moderated by the formulation of the warning that is presented. For viewers who do not appreciate the celebrity in the product placement, a warning that explains the deceptive nature of product placement mitigates persuasion. These viewers are less influenced than viewers who appreciate the celebrity or who saw no warning or a warning that shows the commercial source of the product placement.