{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,5]],"date-time":"2026-10-05T05:54:29Z","timestamp":1791179669437,"version":"4.1.0"},"reference-count":34,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2026,10,5]],"date-time":"2026-10-05T00:00:00Z","timestamp":1791158400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Psychol."],"abstract":"<jats:sec>\n                    <jats:title>Introduction<\/jats:title>\n                    <jats:p>Embedded brand communication is increasingly encountered alongside explicit advertising, yet audience-level differences may determine which format is more persuasive.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>In a randomized online experiment, adults recruited from a United States consumer panel were assigned across seven cells representing brand placement, 30-s television advertising, combined exposure, or control for Heinz and Snapple. Participants viewed full-length sitcom content and completed multi-item measures of attitude toward advertising (AttADV), brand attitude, and purchase intention.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>General attitudes toward brand placement were more favorable than attitudes toward conventional television advertising. Exposure format interacted with AttADV for both focal brands: at low AttADV, placement produced more favorable brand attitudes than a 30-s advertisement, whereas no statistically significant difference between formats was detected at mean or high AttADV; the study was not designed to establish equivalence at these levels. Combined exposure produced no statistically significant improvement in brand attitude or purchase intention relative to either single-exposure condition, though the study was insufficiently powered to rule out small incremental effects.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Discussion<\/jats:title>\n                    <jats:p>The findings support an audience-by-format account of persuasion in which embedded brand communication is most advantageous among viewers who are less receptive to conventional advertising. They also indicate that additional cross-format exposure does not necessarily yield incremental benefit. Testing the same psychological pattern across two familiar brands within full-program viewing provides a comparatively naturalistic basis for examining persuasion in increasingly integrated media environments.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.3389\/fpsyg.2026.1963379","type":"journal-article","created":{"date-parts":[[2026,10,5]],"date-time":"2026-10-05T05:32:04Z","timestamp":1791178324000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":0,"title":["From entertainment to persuasion: how attitudes toward advertising shape responses to brand placement and television advertising"],"prefix":"10.3389","volume":"17","author":[{"given":"Linshang","family":"Li","sequence":"first","affiliation":[{"name":"School of Foreign Languages, Guangzhou Nanfang University","place":["Guangzhou, Guangdong, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1965","published-online":{"date-parts":[[2026,10,5]]},"reference":[{"key":"ref9006","doi-asserted-by":"publisher","first-page":"538","DOI":"10.1177\/002224377701400411","article-title":"The impact of physically attractive models on advertising evaluations","volume":"14","author":"Baker","year":"1977","journal-title":"J Mark Res."},{"key":"ref1","doi-asserted-by":"publisher","first-page":"100092","DOI":"10.1016\/j.sbr.2026.100092","article-title":"Mapping the consumer mind: a bibliometric-LDA review of neuromarketing's past, present, and future in consumer behavior","volume":"2","author":"Bashar","year":"2026","journal-title":"Strategic Bus. 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