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ABSTRACT
Product placement is regarded as a strategic advertising tool for promoting commercial content in the broadcasting industry to promote sales or brand recognition via audiovisual media. Considering the opportunistic aspects of unfair competition and adverse implications on consumer behavior, regulations have been stipulated in many countries regarding product placement disclosures. Moreover, as further research is necessary to understand the impact of product placements on consumer behavior, a visual reception experiment and supplementary reception survey was conducted to investigate the effects of product placement labeling on consumer perceptions and memory performance. The findings of this study suggest that the insertion of product placement labeling had a noticeable impact on gaze behavior, indicating a perceptual response to the insertion and a subsequent alteration in brand related visual focus. The inclusion of labeling results in a higher frequency and duration of eye contact with brand logos, which is consistent with theoretical expectations of increased cognitive processing. A follow-up survey on reception showed positive effects on memory performance for the brand products displayed.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Additional information
Notes on contributors
S. Ronft
S. Ronft (Dr., SRH Fernhochschule – The Mobile University, Riedlingen) is a lecturer for marketing and event psychology at SRH Fernhochschule. He also teaches as a guest lecturer at German, Swiss and Chinese universities and transfers his expertise to companies as a management consultant. His main subject in research, teaching and consulting is the interlinking of psychology and live communication.
M. G. Friedrich
M. G. Friedrich (Prof. Dr., Rhine-Waal University of Applied Sciences (HSRW), Kleve) is a Professor for Innovation Management. His research focus is on various disciplines, e.g. innovation management, business economics, international trade, dynamic economic modelling, entrepreneurship and marketing.
Md Sofiullah
Md Sofiullah (M.Sc., Economics and Finance – Rhine-Waal University of Applied Sciences (HSRW), Kleve) is a scientific research associate and PhD student at HSRW. He teaches in various disciplines of business economics, including marketing. His research focuses on the promotion of international trade, innovation and entrepreneurship using socio-economic assessments and experimental methods.