Brand placement disclosure effects on persuasion: The moderating role of consumer self‐control

The inclusion of branded products in media entertainment has become a popular marketing strategy, because viewers are less likely to recognize the persuasive intent of sponsored content as compared with traditional advertising. To guarantee fair communication and protect consumers against unobtrusive persuasion attempts, European media policy has obligated broadcasters to disclose the presence of brand placement in their television shows. Recent studies demonstrate that disclosures raise viewers' persuasion knowledge; however, the circumstances under which brand placement disclosures may affect brand evaluations and resistance to the persuasive impact of brand placement are still unclear. In two experiments, we uncovered self‐control depletion as an important moderator of disclosure effects on brand evaluations and resistance to brand placement influence. Whereas disclosures increase resistance and decrease persuasion for viewers not depleted of their self‐control, disclosures do not affect resistance and even result in more favorable brand evaluations when viewers' self‐control is depleted by a previous self‐control task. Because a state of self‐control depletion can be perceived as the “couch‐potato” mindset in which people expose themselves to entertaining television content, our findings imply that instead of protecting consumers from hidden persuasion, disclosures may unintentionally increase the persuasive effects of brand placement. We discuss several possible mechanisms that could explain our findings. Copyright © 2016 John Wiley & Sons, Ltd.     

Increasing Accuracy of Video Quality Ratings through Direction of Attention and Training

This paper describes the results of two studies undertaken to better understand the strong positive relationship between the content of a video clip and viewers' subjective ratings of the video quality of that clip. Experiment 1 evaluated the effect of training on video quality ratings. Experiment 2 assessed the impact of attention in these assessments. Experiment 1 showed that training participants on video quality assessment techniques removed viewers' heuristic reliance on affect while increasing accuracy. Experiment 2 demonstrated that participants' video quality ratings could also be improved by directing their focus of attention. Focusing viewers on quality did not show a moderation of the relationship between content immersion and video quality, as participants maintained high levels of content immersion even when focusing on video quality. Because training and attention increased quality rating accuracy, they could be utilized in video quality testing to improve the viewer feedback received. Copyright © 2013 John Wiley & Sons, Ltd.     

Passport Checks: Interactions Between Matching Faces and Biographical Details

Matching unfamiliar faces is known to be a difficult task. However, most research has tested viewers' ability to match pairs of faces presented in isolation. In real settings, professionals are commonly required to examine photo ID that contains other biographical information too. In three experiments, we present faces embedded in passport frames and ask viewers to make face matching decisions and to check biographical information. We find that the inclusion of a passport frame reduces viewers' ability to detect a face mismatch. Furthermore, the nature of the face match influences biographical data checking—true matches lead to fewer detections of invalid data. In general, viewers were poor at spotting errors in biographical information. This pattern suggests that detection of fraudulent photo ID is even harder than current experimental studies suggest. Possible mechanisms for these effects are discussed. Copyright © 2016 John Wiley & Sons, Ltd.     

How Attention Partitions Itself During Simultaneous Message Presentations

Television producers, across all types of programming, assume young viewers can parallel process simultaneously presented messages. For instance, television news producers appear to believe that young viewers can attend to weather icons, lexical news crawls, and sports scores while they also attend to news anchors who present the news. Nonetheless, attention theory suggests parallel processing on this scale cannot be executed efficiently. Given the format's popularity, perhaps those messages take advantage of perceptual grouping, as described by Treisman, Kahneman, and Burkell (1983). Perceptual grouping describes a process where separate but semantically related messages are attended to simultaneously with minimal effort. Using secondary task methodology, we measured participants' attentional capacity while they watched an example of this format: CNN's Headline News. In addition to this visually complex condition, we created a visually simple condition by deleting graphics and news crawls. Participants in this latter condition attended to both the auditory and visual channels, thus retaining story facts conveyed by both channels. Participants in the complex condition, however, shifted attention to the auditory channel. Ten percent of the factual information contained in news stories was lost to participants. It appears that this multimessage format exceeded viewers' attentional capacity. In conclusion, we discuss the implications for attention theory.     

First‐time viewers' comprehension of films: Bridging shot transitions

Which perceptual and cognitive prerequisites must be met in order to be able to comprehend a film is still unresolved and a controversial issue. In order to gain some insights into this issue, our field experiment investigates how first‐time adult viewers extract and integrate meaningful information across film cuts. Three major types of commonalities between adjacent shots were differentiated, which may help first‐time viewers with bridging the shots: pictorial, causal, and conceptual. Twenty first‐time, 20 low‐experienced and 20 high‐experienced viewers from Turkey were shown a set of short film clips containing these three kinds of commonalities. Film clips conformed also to the principles of continuity editing. Analyses of viewers' spontaneous interpretations show that first‐time viewers indeed are able to notice basic pictorial (object identity), causal (chains of activity), as well as conceptual (links between gaze direction and object attention) commonalities between shots due to their close relationship with everyday perception and cognition. However, first‐time viewers' comprehension of the commonalities is to a large degree fragile, indicating the lack of a basic notion of what constitutes a film.     

HOW AND WHAT DO CHILDREN LEARN FROM TELEVISION?

The paper provides a review and critical synthesis of research and theory dealing with the processes involved in children's learning from television. It asks how and what children learn from television, and at what ages television is a more or less powerful teacher. The focus is on assessing evidence that television can play a positive teaching role. It is suggested that a threshold model may be more appropriate than a linear model for evaluating television's impact on viewers. It is concluded that television can play a positive role in children's learning, but given typical North American media diets and current television content, the opposite has been true for most children.     

Comprehension Models of Audiovisual Discourse Processing

Comprehension is integral to enjoyment of media narratives, yet our understanding of how viewers create the situation models that underlie comprehension is limited. This study utilizes two models of comprehension that had previously been tested with factual texts/videos to predict viewers' recall of entertainment media. Across five television/film clips, the landscape model explained at least 29% of the variance in recall. A dual coding version that assumed separate verbal and visual representations of the story significantly improved the model fit in four of the clips, accounting for an additional 15–29% of the variance. The dimensions of the event‐indexing model (time, space, protagonist, causality, and intentionality) significantly moderated the relationship between the dual coding model and participant recall in all clips.     

Can Multiple Biases Occur in a Single Situation? Evidence From Media Bias Research

This study explored multiple biases—the possibility that different biases would concurrently occur in a given situation, and each would exert its influence independently on people's judgments. The study focused on media bias through nonverbal (NV) behavior, where viewers judged an interviewed politician after they viewed the interview with a nonverbally friendly or hostile interviewer. In a meta‐analysis of several replications, 2 independent biases were found: media bias (viewers rated the interviewee more favorably when the interviewer's NV behavior was friendlier); and halo effect (viewers rated the interviewee according to the degree that they personally liked him). Regression analyses indicated that these 2 biases operated independently and additively on viewers' judgments. Implications for the study of multiple biases are discussed.     

Television Exposure and Children's Decoding of Nonverbal Behavior1

Two studies considered the way in which the magnitude of exposure to television relates to children's understanding and interpretation of others' nonverbal behavior. In the first study, 6th graders made judgments regarding other children whose nonverbal facial behavior did not match their internal emotional state. Results showed that heavier television viewers held a less differentiated, more simplistic view of the consequences of nonverbal self-presentation strategies. In the second study, children in Grades 2 through 6 made judgments of others' nonverbal expressions of emotion. As predicted, heavier television viewers were better at decoding others' nonverbal expressions than lighter viewers, presumably because of their greater exposure to nonverbal displays of emotion on television. In addition, nonverbal decoding skills improved with age.     

The Relationship of Television Viewing with Attitude Strength and Extremity: Implications for the Cultivation Effect

The relationship of television viewing level with attitude strength and attitude extremity was investigated. Attitude accessibility was used as an indicator of attitude strength and was operationalized as the response latencies associated with the attitude judgments. Fifty-one students who were either very heavy soap opera viewers (> 4 hrs. per week) or very light soap opera viewers (< 1 hr. per week) provided attitude judgments pertaining to marital problems, owning expensive products, and distrust of people. Regression analyses indicated that heavy viewers showed significantly more distrust and a greater likelihood that they would experience marital problems than did light viewers, consistent with a cultivation effect (Gerbner & Gross, 1976). Over and above the effects of attitude extremity, heavy viewers also exhibited stronger attitudes than light viewers, as evidenced by significantly shorter latencies for all three attitude measures. Both the effects of attitude strength and extremity held in the presence of multiple statistical controls. These results suggest that television may serve to bolster and reinforce attitudes consistent with the television message.     

Actually in the Cinema: A Field Study Comparing Real 3D and 2D Movie Patrons' Attention,Emotion, and Film Satisfaction

While 3D movies and fantasy film genre rise in popularity, the empirical exploration of viewers' cognitive and emotional engagement with film is currently limited and entirely derived from laboratory-based studies of small samples. This study investigated the effect of stereoscopic realism (3D effect) on viewers' attention, emotion, and satisfaction by collecting data from 225 cinema patrons who were leaving the movie theatre having just viewed Thor. The viewers from the 3D condition rated their experience as more perceptually realistic and reported being less distracted during the film than their 2D counterparts. Yet no significant group differences were observed in self-reported emotional arousal or satisfaction with the whole experience. Further analysis revealed that perceptual realism was a better predictor of viewer satisfaction than emotional arousal. We consider the idea that these findings may be a function of the fantasy genre and call for researchers to extend this line of study.     

The Role of Television in the Socialization of Nonverbal Behavioral Skills

This study examined the relation between level of television viewing and ,nonverbal behavioral encoding skills among school-aged children. As predicted, frequent TV viewers communicated emotions common on television (happiness and sadness) better than emotions uncommon on television (disgust and fear/surprise), a pattern that did not emerge for infrequent TV viewers. Additionally, compared with infrequent TV viewers, frequent viewers were better encoders of spontaneous nonverbal displays, but worse encoders of posed displays. The results of a follow-up study suggest that this latter pattern may reflect a failure by children who are exposed to highly expressive television models to engage in active self-regulation of their nonverbal expressions.     

Mechanisms for Affect Communication from Dance: A Mixed Methods Study

Dance is a multifaceted creative act that has been used to communicate emotions throughout human evolution. Despite this history, there has been no empirical exploration of components of dance that allow it to communicate emotion. We address this with a mixed methods study in which a quantitative study with dance viewers builds upon qualitative findings with dance artists. Qualitative analysis revealed proposed components of dance responsible for emotion communication are narrative content, social interaction, emotion portrayal intent, and textural quality of movement. These elements were then manipulated using dance video stimuli to quantitatively test viewers' emotion perception accuracy. Results revealed emotion portrayal intent (i.e., expression intent in dance creation) is an important factor for viewers to accurately perceive emotion, regardless of narrative content. While prior studies have focused on the perceiver's role in emotion perception from dance, this is the first study to demonstrate emotions are perceived from dance based on intent during dance creation. Findings highlight the nuanced structure of emotion communication in dance, for which we pose a theoretical framework. Together, dance holds possibilities for studying distinct mechanisms for creative communication that may be important for the study of generalized affect communication outside of creative arts contexts.     

The Effect of Involvement,Arousal, and Pace on Claim and Non-claim Components of Attitude toward the Ad

This study examined whether structural features of television advertisements (pace and content arousal) have different effects on attitudes toward the ad, depending upon viewers' level of involvement with the ad message. Results provide some, though limited, support for involvement's moderating influence on the effect that pace and arousal have on the claim-related component of attitude toward the ad (Aad-c). As expected, involvement did not influence these relationships for the non-claim-related component of Aad (Aad-nc). Practical and theoretical implications of these results are discussed.     

Gender Representation on Gender-Targeted Television Channels: A Comparison of Female- and Male-Targeted TV Channels in the Netherlands

The current study investigated the differences in the representation of gender on male- and female-targeted channels with regard to recognition (i.e., the actual presence of men and women) and respect (i.e., the nature of that representation or portrayal). To this end, the presence of men and women on two female- and two male-targeted Dutch channels (N = 115 programs, N = 1091 persons) were compared via content analysis. The expectation that men’s channels would portray a less equal and more traditional image of gender than women’s channels was generally supported by the results. Regardless of genre as well as country of origin of the program, women were underrepresented on men’s channels, while gender distribution on women’s channels was more equal. The representation of women in terms of age and occupation was more stereotypical on men’s channels than on women’s channels, whereas men were represented in more contra-stereotypical ways (e.g., performing household tasks) on women’s channels. Since television viewing contributes to the learning and maintenance of stereotyped perceptions, the results imply that it is important to strengthen viewers’ defenses against the effects of gender stereotyping when watching gendered television channels, for instance through media literacy programs in schools.     

The relationship of television viewing to physical fitness and obesity

The purpose of this study was to determine the extent to which light, moderate, and heavy television viewing relates to multiple measures of obesity and physical fitness among 379 high school males. The Body Mass Index and Tucker's Perceived Somatotype Scale were employed to assess obesity; physical fitness was measured by six tests: pushups, pullups, sidestep, long jump, situps, and jog-walk. Results showed that light television viewers scored significantly better than heavy viewers on a composite fitness index and on pushups, pullups, sidestep, situps, and jog-walk considered individually. Similarly, light viewers performed better than moderate viewers on the composite fitness measure and on pushups, pullups, and jog-walk. Light viewers displayed a strong tendency toward better fitness than moderate viewers on the long jump, situps, and sidestep tests, although statistical significance was not attained. Light viewers were not significantly less obese than moderate or heavy viewers. Statistical control of the demographic variables, applied simultaneously, had little influence on the associations found in this study. The findings indicate that for purposes of good physical fitness, television viewing should be limited to one hour or less per day.     

Mediated Identity in the Parasocial Interaction of TV

Electronic media contributes toward modifying the self as they shape it as a multivoiced construction. Television talk shows function as a space of parasocial interaction where ordinary people represented on the screen offer involving images of subjectivity for the home viewers. Through interpretative procedures, viewers integrate screen suggestions in the positions' repertoire of their self. This study hypothesized that viewers co-construct identities through involvement in what they are watching and employed focus group discussions and content analysis to investigate this hypothesis. The results demonstrate recurrent comparisons contrasting the screen "other" and the real self. This categorization marks a strong involvement of participants and an interpretative reconstruction of television images. As such, identity is constructed in the dialogical relation between others and selves in a mediated relation whose only result is a self traveling through different repositionings.     

VISUAL COMPLEXITY AND YOUNG CHILDREN'S LEARNING FROM TELEVISION

The impact of both the static and dynamic visual complexity of a half-hour sequence of “Sesame Street” segments upon viewers' visual attention, recall, and recognition are assessed in this study of 48 four and five year olds. Previous research has produced inconsistent results with respect to the links among the three sets of variables in this observational learning process. Results of a path analysis indicated strong negative relationships between static complexity and all three viewer variables, positive relationships between dynamic complexity and both attention and recognition, and between attention and both types of learning. No significant relationship emerged between dynamic complexity and recall. Implications for television production aimed at young children are discussed.     

Participatory Social Media and the Evaluation of Online Behavior

In many online settings, the content that appears on a webpage is created by both website owners and viewers. This study employed the folk model of intentionality to examine how people evaluate collectively created web content. The results indicate that how website owners respond to content posted by others can (1) affect the extent to which they are held accountable for sharing the content and (2) affect the extent to which the content influences viewers' impressions of the website owner. Overall, the findings illustrate the explanatory utility of the folk‐model of intentionality in a new context, elucidate new ways in which components of the model interrelate, and highlight the role communication plays in the evaluation of collectively created web content.     

Sex roles and soap operas: What adolescents learn about single motherhood

This study investigated the contribution of daytime television soap operas to the perception of the roles and lifestyle of the single mother. The perceptions of soap opera viewers and nonviewers were compared using 163 junior and senior high students as subjects, 9% of whom were ethnic minorities. In particular, viewers perceive that single mothers have good jobs, are relatively well-educated and do not live in poverty. Further, they perceive that their babies will be as healthy as most babies and that their babies will get love and attention from adult men who are friends of their mothers. To the degree that these perceptions contribute to the gender role socialization of adolescents, we are faced with a problematic situation. Particularly in light of the fact that soap operas are increasingly targeting the adolescent viewer, the image portrayed on soap operas and the impact it appears to have is of great concern.