The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior.
Product placements within a movie are often treated as a binary variable: either they are present or absent. However, placements can occur at many different levels ranging from a simple background prop to the product being an instrumental part of the story. The influence of 3 different levels of...
| Publicado en: | Journal of Communication Vol. 57; no. 3; pp. 469 - 490 |
|---|---|
| Autores principales: | , |
| Formato: | Artículo |
| Publicado: |
Wiley-Blackwell
September 2007
|
| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=507996488&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 507996488 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 00219916 JCO jtl: Journal of Communication issn: 00219916 maglogo: N pubinfo: dt: September 2007 vid: 57 iid: 3 pid: 480 pub: Wiley-Blackwell artinfo: ui: 507996488 10.1111/j.1460-2466.2007.00353.x ppf: 469 ppct: 21 formats: tig: atl: The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior. aug: au: Yang, Moonhee Roskos-Ewoldsen, David R. su: Recognition (Psychology) Consumers Product placement sug: subj: Recognition (Psychology) Consumers Product placement ab: Product placements within a movie are often treated as a binary variable: either they are present or absent. However, placements can occur at many different levels ranging from a simple background prop to the product being an instrumental part of the story. The influence of 3 different levels of brand placements on explicit and implicit memory for the brand, implicit choice behavior, and attitudes toward the brand were examined. The results confirmed that levels of brand placements influence recognition of the target brand and attitudes toward the brand. On the other hand, simple placement of the brand within the movie influenced implicit memory and the implicit choice task. The implications of the current study's findings were discussed. Reprinted by permission of the publisher. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
|---|