The present study aims to analyze the effect of product placement on attitude change and takes into consideration psychological models of the mere exposure effect. A sample of high school students watched an excerpt from two widely-distributed movies in which several products were shown by using the technique known as product placement. The results indicate that students who saw the commercial brand liked the products more than those who didn’t see it. This effect, in line with the literature on the product placement effect, seems to be independent from the recognition of the brand in the movie excerpt. This study also shows that, in the high involvement condition, one exposure is enough to produce a positive attitude toward the brand.

Ruggieri, S., & Boca, S. (2013). At the Roots of Product Placement: The Mere Exposure Effect. EUROPE'S JOURNAL OF PSYCHOLOGY, 9(2), 246-258 [10.5964/ejop.v9i2.522].

At the Roots of Product Placement: The Mere Exposure Effect

RUGGIERI, Stefano;BOCA, Stefano
2013

Abstract

The present study aims to analyze the effect of product placement on attitude change and takes into consideration psychological models of the mere exposure effect. A sample of high school students watched an excerpt from two widely-distributed movies in which several products were shown by using the technique known as product placement. The results indicate that students who saw the commercial brand liked the products more than those who didn’t see it. This effect, in line with the literature on the product placement effect, seems to be independent from the recognition of the brand in the movie excerpt. This study also shows that, in the high involvement condition, one exposure is enough to produce a positive attitude toward the brand.
Settore M-PSI/05 - Psicologia Sociale
Ruggieri, S., & Boca, S. (2013). At the Roots of Product Placement: The Mere Exposure Effect. EUROPE'S JOURNAL OF PSYCHOLOGY, 9(2), 246-258 [10.5964/ejop.v9i2.522].
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10447/77272
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