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Abstract
Based on the mere exposure effect (Zajonc Citation1968), the mere unreinforced presentation of product placements can increase brand liking. In an experiment, we manipulated visual placement prominence and placement frequency for an externally and internally valid stimulus. As results indicate, a mere exposure effect can only be observed for frequently presented subtle placements that are embedded in a program that is watched with moderate or high involvement. No such effects could be observed for prominent placements. The results are discussed in their importance for placement effects research and marketing practice.
Acknowledgments
This article was accepted by Claude Martin and James Leigh, previous editors of the Journal of Current Issues and Research in Advertising.
A previous version of this paper was presented at the 2008 annual convention of the Association for Education in Journalism and Mass Communication (AEJMC), Chicago, IL, and was awarded as the “First Place Research Paper” by the Advertising Division.