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Abstract
Individual differences in field dependence-independence are an integral factor for the perception of product placements. This is because field-independent individuals are better able to separate a stimulus from its embedding context; thus, they can more easily recognize a placement in a complex audiovisual field. In two experiments working with authentic audiovisual stimuli, we varied the appearance of placements and measured the field dependence of our participants. The results of Study 1 demonstrate that field-independent individuals show a higher placement recall than field-dependent individuals. Besides replicating the findings of Study 1, Study 2 shows that field-dependent individuals like the embedded brand more than field-independent individuals. The results speak to the importance of individual difference variables for product placement research.
