More than meets the eye

By Jörg Matthes, Christian Schemer, Werner Wirth. 2007

325 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/0bb986d656d2f67d688e217b27a3460e90838927

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Citations in the corpus

Using Eye Tracking to Understand the Effects of Brand Placement Disclosure Types in Television Programs (2015, result): “For instance, prior research has shown that brand placement has a negative effect on brand attitude when in the context of high levels of persuasion knowledge and low involvement (Matthes, Schemer, and Wirth 2007).”
User generated content presenting brands on social media increases young adults’ purchase intention (2019, background): “Consequently, highly attentive users might not have enough capacity to experience an affective reaction towards a content (Matthes, Schemer, and Wirth 2007; Janssen et al. 2016).”
The Effects of Animation and Format on the Perception and Memory of Online Advertising (2010, background): “Nevertheless consumers are still exposed to ads and may process them preattentively (Janiszewski 1993; Ryu et al. 2007).”
Development of the Persuasion Knowledge Scales of Sponsored Content (PKS-SC) (2018, background): “…sales (Campbell and Kirmani 2000), word-of-mouth (Hamilton, Vohs, and McGill 2014; Packard, Gershoff, and Wooten 2016), brand placement (Matthes, Schemer, and Wirth 2007; Matthes and Naderer 2016), advergames (Van Reijmersdal et CONTACT Sophie C. Boerman S.C.Boerman@uva.nl 2018 The…”
Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge (2016, methodology): “In addition, the currently available body of knowledge does not inform us of whether or not the effects of disclosures on persuasion knowledge may depend on placement frequency, which can be considered to be one indicator of placement prominence (Matthes, Schemer, and Wirth 2007).”
How media factors affect audience responses to brand placement (2010, background): “The majority of studies on effects of television or movie brand placement were conducted in experimental settings (e.g. Russell 2002; Matthes et al. 2007; Yang & Roskos-Ewoldsen 2007).”
Introducing the PCMC Model: An Investigative Framework for Young People's Processing of Commercialized Media Content (2010, unknown): “Several studies confirm that an arousing program context, such as the Super Bowl broadcast, leads to lower-level processing of the persuasive messages embedded (Matthes et al., 2007; Pavelchak, Antil, & Munch, 1988).”
Branded Apps: Explaining Effects of Brands’ Mobile Phone Applications on Brand Responses (2019, background): “Moreover, again building on transportation theory (Matthes, Schemer, and Wirth 2007), we could argue that consumers are less transported by, or engaged in, information apps than they are in entertainment apps, leaving more cognitive capacity to elaborate on branded app content.”
A New Branch of Advertising (2009, background): “Furthermore, the audience starts thinking about the reasons for the brand’s presence when brands are prominently placed (Matthes et al., 2007; Russell, 2002), which can activate the audience’s knowledge about persuasion techniques and influence attempts.”