Available Resources as an Indicator of Brand Placement Processing

• In Event: Cognitive Resource Allocation

Abstract

The present study applies the limited capacity model of motivated mediated message processing (LC4MP) to persuasive communication. Specifically, it aims to investigate whether and how (1) a brand logo placement in a video clip affects cognitive processing resources, and (2) the measurement of available resources with STRT reflects message elaboration. In a between-subjects experiment, 69 students were shown a video clip including brand placements with varying prominence. STRTs were measured immediately after the placement during the clip, and cognitive and affective processing measures were assessed after the clip. Analyses showed faster STRTs for prominent placements compared to nonprominent placements, and faster STRTs for nonprominent compared to no placement. This pattern indicated that with increasing logo prominence, message recipients had more resources available. The measured resources mirrored the cognitive and affective measures of message elaboration, indicating that brand logo prominence affects message elaboration, and that elaboration can be validly assessed through STRTs.

Authors

• Moniek Buijzen, Radboud U Nijmegen

• Esther Rozendaal, Radboud University Nijmegen

• Martin Tanis, VU U - Amsterdam

• Ivar Vermeulen, VU University Amsterdam

• Annie Lang, Indiana U

• Eva van Reijmersdal, U of Amsterdam