Examining Product Placement

Baker, Frank W.

doi:10.4324/9781315443041-34

Cited by 2 publications

(3 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…As our results have probed, early studies in product placement (the first period investigated in our analysis) have measured the effectiveness of product placement in terms of memory or brand recall (Gupta & Lord, 1998; Russell, 1998), usually forgetting conative/behavioral effects (Baker & Crawford, 1995; Van Reijmersdal et al, 2010). On the contrary, in recent studies (the second period investigated in our analysis), these conative/behavioral product placement effects have gained weight, mainly in communication journals.…”

Section: Discusion Of the Resultsmentioning

confidence: 99%

Product Placement Bibliometric Study: Generic Journals Versus Specific-Communication Journals

Vila‐López

Boluda

2021

International Journal of Business Communication

View full text Add to dashboard Cite

Media fragmentation represents new challenges for product placement strategies to become an increasingly effective way to reach consumers and non-users. In this frame, this paper has been developed with three main objectives: (i) to carry on a performance analysis to measure the visibility/impact of the scientific product in product placement (most cited authors, journals, and themes), (ii) to visually present the scientific structure by topics of research in product placement as well as its evolution to identify future research lines, and (iii) to compare both objectives in generic journals and specific communication ones. To this end, the resources in the Web of Science Citation Index were used. Scimat software was applied on a sample of 694 indexed papers from 1992 to 2021 containing “product placement” with 8,521 global citations (176 of the papers were indexed in communication journals with 3,190 citations). Our results show that MEMORY is a key motor theme—the future of research tends to new themes in the communication field (i.e., ATTITUDES/BEHAVIORS or VIRTUAL). Three industries have been key: alcohol, tobacco, and food. This research adds value to previous analysis as long as we have included: (i) a multidisciplinary approach; (ii) an unfolded analysis focusing strictly on communication journals; and (iii) a longitudinal analysis to compare different periods showing dynamic scientific maps.

show abstract

Section: Discusion Of the Resultsmentioning

confidence: 99%

Product Placement Bibliometric Study: Generic Journals Versus Specific-Communication Journals

Vila‐López

Boluda

2021

International Journal of Business Communication

View full text Add to dashboard Cite

show abstract

“…Last, as to conative effects, only a few studies have shown that product placement is positively related to a behavioral intent. Baker and Crawford (1995) reported higher purchase intention when participants viewed placed brands. Morton and Friedman (2002) showed that a viewer’s belief about product placement in movies was a significant predictor of product usage behaviors.…”

Section: Literature Reviewmentioning

confidence: 94%

“…As to cognitive outcomes, studies have shown that product placement increases explicit memory in terms of recognition, recall, and salience of the placed brands (Babin & Carder, 1996; Baker & Crawford, 1995; Johnstone & Dodd, 2000; Karrh, 1994; Nelson, 2002). Product placements are also processed unconsciously, increasing implicit memory (see Yang, Roskos-Ewoldsen, Dinu, & Arpan, 2006), but these memories cannot be verbalized (Synott, 1991).…”

Section: Literature Reviewmentioning

confidence: 99%

How U.S. Consumers Respond to Product Placement: Cluster Analysis Based on Cognitive and Attitudinal Responses to Advertising in General

Ham

Park

2016

Journalism & Mass Communication Quarterly

View full text Add to dashboard Cite

Despite extensive research in product placement, little research has examined how different consumer groups respond to product placement. The present study aims to fill this gap, employing cluster analysis to segment U.S. consumers according to cognitive and attitudinal responses they have developed to advertising in general. Analyzing a nationally representative sample of U.S. adults ( N = 21,944), this study identified five clusters. The clusters reflect varying responses to product placement on television and in movies, as well as distinct demographic and media usage profiles. These findings are discussed from the perspective of consumer socialization and marketplace social intelligence.

show abstract

Examining Product Placement

Cited by 2 publications

References 0 publications

Product Placement Bibliometric Study: Generic Journals Versus Specific-Communication Journals

Product Placement Bibliometric Study: Generic Journals Versus Specific-Communication Journals

How U.S. Consumers Respond to Product Placement: Cluster Analysis Based on Cognitive and Attitudinal Responses to Advertising in General

Contact Info

Product

Resources

About