The effect of the placement of the product in film: Consumers' emotional responses to humorous stimuli and prior brand evaluation

Abstract

This study explores the role of prior brand evaluation and the placement of the product in humorous movies on the consumer judgment stage, investigating their effects on consumer response. The fi ndings of the study indicate that the placement of product in humorous movie scenes result in positive emotional responses from consumers. In addition, prior brand evaluation was found to play an important role in post-decision-making processes, such as purchasing behaviour. It is anticipated that the analysis resulting from this valuable study will provide a reference for further empirical and theoretical studies on the use of the placement of the product in movies as an alternative to advertising and other marketing communications strategies.

Ürün Yerleştirme ve Reklama İlişkin Tutumların Satın Alma Eğilimi ve Marka İmajı Üzerine Etkileri

“…Bu çalışmalara ek olarak, ürün yerleştirme stratejisinin, tüketicinin ürünü hatırlaması üzerine etkilerinin incelendiği (Bozkurt, 2008;Matthes, Schemer, 2007;Argan vd., 2007;Altıntaş, 2009) ve ürün yerleştirme stratejilerinin satın alma üzerine etkilerini inceleyen (Ong, Meri, 1994;Morton, Friedman, 2002;Jin, Villegas, 2007;Auty, Lewis, 2004;Balasubramanian vd., 2006) çalışmalara da rastlanmaktadır.…”

“…Özetle, literatürde yer alan çalışmalarda ürün yerleştirme stratejilerinin, satın alma eğilimi üzerine etkileri ortaya konulmuştur (Ong, Meri,1994;Morton, Friedman, 2002;Jin, Villegas, 2007;Auty, Lewis, 2004). Ancak, Türkiye'de tüketicilerin ürün yerleştirmeye karşı tutumunun satın alma eğilimi üzerine etkisini inceleyen bir çalışmaya rastlanmamıştır.…”

Antecedents to Effective Implantable Advertising on New Media Targeted at Chinese College Students

“…When the subtlety of the product has gone too far, lower product visibility will cause the effectiveness of the implantable advertisement to decrease. In addition, given that consumers tend to pay more attention to branded products and process its related information more efficiently (Janiszewski, 2001), scholars have found that the strength of the brand of a product that appeared in an implantable advertisement has a positive relationship with the advertisement's effectiveness (Jin & Villegas, 2007). Thus, we started our current research by focusing our interviews on the participants' opinion on the visibility of products that appeared in implantable advertisements, and the strength of their brands.…”

Coercive Tactics and Web Advertising Performance

“…To measure ad avoidance, we used concepts from Jin and Villegas [50]. Ad persuasiveness was assessed with three items adopted and modified from Reichelt et al [42].…”