No abstract

We evaluated how brand recall and persuasion knowledge combined to affect brand attitudes and brand self-identification following product placement. In two experiments (N = 296), implicit brand self-identification for a placed brand increased regardless of brand recall and persuasion knowledge activation. In contrast, brand recall led to increased brand attitudes when persuasion knowledge was not primed, but decreased brand attitudes when it was primed. Our results suggest that product placement can affect both implicit and explicit measures, and that one placement experience can have both positive and negative consequences depending on brand recall and whether viewers are primed to think about product placement.

We tested the hypothesis that Faith in Intuition (FI) would moderate implicit-explicit attitude relationship strength for attitudes formed via associative processes, but not propositional processes. Experiments 1 and 2 demonstrated that FI moderated I-E relationship strength for attitudes formed via evaluative conditioning. High FI people had stronger I-E correlations. Experiment 2 showed that FI did not moderate I-E relationship strength for attitudes formed via propositional reasoning. Those low in Need for Cognition (NC), however, showed stronger I-E correlations than those high in NC. The importance of considering trait variables in combination with the method of attitude formation is discussed.

Research into violent videogames has yet to investigate how violence used in videogames for prosocial purposes could affect prosocial behavior. We assigned participants to one of three videogame conditions: an antisocial violence game, a prosocial violence game, or a control game. After gameplay, participants were dismissed from the experiment, but a confederate approached them in the hallway and asked them to help the Red Cross with a blood drive. Contrasts found that participants in the hero violence condition were more prosocial than those in the gratuitous violence condition, but these conditions did not differ from the control condition. This finding is discussed in light of several limitations of the study, including the nonnormal distribution of the dependent variable and issues related to the size of the final sample.