6533b823fe1ef96bd127ec82

RESEARCH PRODUCT

At the Roots of Product Placement: The Mere Exposure Effect

Stefano BocaStefano Ruggieri

subject

lcsh:BF1-990Mere-exposure effecteducation150Sample (statistics)Psychological Modelsattitude changeHigh involvementlcsh:Psychologyproduct placementAttitude changeProduct placementPositive attitudePsychologySocial psychologySettore M-PSI/05 - Psicologia SocialeGeneral Psychologymere exposure effectmere exposure effect product placement attitude change

description

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.

yearjournalcountryeditionlanguage
2013-05-31
10.5964/ejop.v9i2.522http://hdl.handle.net/10447/77272