When product placement goes wrong.pdf

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1、WHENPRODUCTPLACEMENTGOESWRONGTheEffectsofProgramLikingandPlacementProminenceElizabethCowleyandChrisBarronABSTRACT:Previousresearchhasfoundapositiveshiftinbrandattitudeafterexposuretoproductplacements.Thestudypresentedhereinvestigatesconditionsunderwhichproductplacementsmaycauseanegativeshiftinbr

2、andat-titude.Theresultsrevealthatprominentplacementscannegativelyimpactbrandattitudesofviewerswhoreporthighlevelsofprogramliking.Conversely,viewersreportinglowerlevelsofprogramlikingshiftbrandattitudeinapositivedirectionafterexposuretoaprominentplacement.However,thepositiveshiftinbrandattitudefo

3、rparticipantswithlowerprogramlikingdisappearswhenapersuasive-intentprimeprecedesexposuretotheplacement.Subtleplacementsarelesslikelytoresultinnegativeshiftsinbrandattitude.ThePersuasionKnowledgeModel(FriestadandWright1994)isusedtoexplaintheresults.Productplacementhasanumberofadvantagesovertradit

4、ionalofthePersuasionKnowledgeModel(PKM)follows,asitistelevisionadvertising.Oneofthemostimportantisthatview-relevanttothereactionstothepersuasiveintentofproducterscannotavoidexposuretotheplacements.Researchstudiesplacementsbyviewerswithhighprogramlikingaswellasinvestigatingproductplacementsreveal

5、effectsthatareposi-thosewithlowprogramliking.Anexperimentisconductedtiveformemory(GuptaandLord1998;LawandBraun2000;withanadvertisingprimetotestfortheeffectsofplacementRoehm,Roehm,andBoone2004;Russell2002),andchoiceprominenceonbrandattitudeandtheactivationofpersuasion(LawandBraun2000);theyalsofind

6、effectsthatarepositive,orknowledge.Finally,theresultsareusedtocommentontheattheveryleast,neutral,forbrandattitude(Russell2002).Itfutureofproductplacement.isnotsurprisingthatexposuretoaproductplacementincreasesaccessibilityofthebrandinmemory,asitisdifficulttoimaginePRODUCTPLACEMENTasituationwheret

7、heaccessibilityofabranddecreasesafterexposuretothebrandnameorbrandlogo.However,thereisProductplacementisacombinationofadvertisingandpub-potentialforanegativeshiftinbrandattitudeafterforcingalicitydesignedtoinfluencetheaudienc