(In)effectiveness of Attention Guidance Methods for Enhancing Brand Memory in 360° Video

To test the effectiveness of three different diegetic guiding methods in 360° video for product placement, a between-subject design was employed, where participants were randomly assigned to one of four videos with the same scene but different guiding methods. Findings show and explain the discrepancy with studies on guiding attention in other contexts, as there were no significant differences between the guiding cues according to brand recall and brand recognition, and provide future research direction. In addition, results indicate a significant influence of brand familiarity on brand recall in 360° video.