“Changing the Game: The Effects of Cognitive Load and Brand Prominence on Covert Advertising Recognition.”
Paper accepted for presentation at the 2019 AMA Marketing and Public Policy Conference, June 6-8, Washington D.C.
Abstract: This study first investigated the effect of advertising format (advergames vs online video commercials) on consumers’ ability to recognize advertising. Second, we tested how advertising format differentially impacted consumers’ self-reported cognitive load. Third, we examined how cognitive load impacted consumers’ ability to recognize advertising. Finally, we investigated the moderating effect of brand prominence on the relationship between a) advertising format and advertising recognition and b) cognitive load and advertising recognition. Findings (N= 82 undergraduate students) suggest that advergames, in comparison to online video commercials, are more difficult for consumers to recognize as advertising and the effect is enhanced when brand prominence is low. While results indicated a marginally significant effect of advertising format on cognitive load, no significant indirect effect of ad format through cognitive load on advertising recognition was found. These findings offer theoretical and policy related implications.
The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats
Abstract: Covert advertisements, or those that utilize the guise and delivery mechanisms of familiar non-advertising formats, differ from other more direct forms of advertising in several ways that are important for understanding users’ psychological responses. Research across various covert advertising formats including various forms of sponsored editorial content, other native advertising formats, and product placement […]
Changing the game: The effects of cognitive load and brand prominence on covert advertising recognition
Abstract: The purpose of this study was to investigate the role of advertising format and cognitive load in shaping the effect of covert advertisements on participants advertising recognition and outcomes. In a 2 (advertisement format: advergame vs. video commercial) x 2 (brand prominence: low (Asus) vs. high (KFC)) between-subjects factorial experiment (N = 82), participants […]