1,260
Views
24
CrossRef citations to date
0
Altmetric
Original Articles

Liking of Movie Genre Alters the Effectiveness of Background Product Placements

, &
Pages 249-255 | Published online: 24 May 2013

REFERENCES

  • Allen , C. T. , & Madden , T. J. ( 1985 ). A closer look at classical conditioning . Journal of Consumer Research , 12 , 301 – 315 .
  • Allen , C. T. , & Shimp , T. ( 1990 ). On using classical conditioning methods for researching the impact of ad-evoked feelings . In S. J. Agres , J. A. Edell , & T. M. Dubitsky (Eds.), Emotion in advertising: Theoretical and practical explorations (pp. 19 – 34 ). New York , NY : Quorum Books .
  • Babin , L. A. , & Carder , S. T. ( 1996 ). Viewers’ recognition of brands placed within a film . International Journal of Advertising , 15 , 140 – 151 .
  • Balasubramanian , S. K. , Karrh , J. A. , & Patwardhan , H. ( 2006 ). Audience response to product placements: An integrative framework and future research agenda . Journal of Advertising , 35 , 115 – 141 .
  • Bliss-Moreau , E. , & Feldman-Barrett , L. ( 2009 ). What's reason got to do with it? Affect as the foundation of learning . Behavioral and Brain Sciences , 32 , 201 – 202 .
  • Brennan , I. , Dubas , K. M. , & Babin , L. A. ( 1999 ). The influence of product placement type and exposure time on product-placement recognition . International Journal of Advertising , 18 , 323 – 337 .
  • Bressoud , E. , Lehu , J. M. , & Russell , C. A. ( 2010 ). The product well placed: The relative impact of placement and audience characteristics on placement recall . Journal of Advertising Research , 50 , 374 – 385 .
  • Cacioppo , J. T. , Marshall-Goodell , B. S. , Tassinary , L. G. , & Petty , R. E. ( 1992 ). Rudimentary determinants of attitudes: Classical conditioning is more effective when prior knowledge about the attitude stimulus is low than high . Journal of Experimental Social Psychology , 28 , 207 – 233 .
  • Dal Cin , S. , Gibson , B. , Zanna , M. P. , Shumate , R. , & Fong , G. T. ( 2007 ). Smoking in the movies, implicit associations of smoking with self, and intentions to smoke . Psychological Science , 18 , 560 – 563 .
  • De Houwer , J. ( 2007 ). A conceptual and theoretical analysis of evaluative conditioning . The Spanish Journal of Psychology , 10 , 230 – 241 .
  • De Houwer , J. , Thomas , S. , & Baeyens , F. ( 2001 ). Association learning of likes and dislikes: A review of 25 years of research on human evaluative conditioning . Psychological Bulletin , 127 , 853 – 869 .
  • Escalas , J. E. ( 2004 ). Narrative processing: Building consumer connections to brands . Journal of Consumer Psychology , 14 , 168 – 180 .
  • Escalas , J. E. , & Bettman , J. R. ( 2005 ). Self-construal, reference groups, and brand meaning . Journal of Consumer Research , 32 , 378 – 389 .
  • Florack , A. , Friese , M. , & Scarabis , M. ( 2010 ). Regulatory focus and reliance on implicit preferences in consumption contexts . Journal of Consumer Psychology , 20 , 193 – 204 .
  • Friese , M. , Hofmann , W. , & Wanke , M. ( 2008 ). When impulses take over: Moderated predictive validity of explicit and implicit attitude measures in predicting food choice and consumption behaviour . British Journal of Social Psychology , 47 , 397 – 419 .
  • Friese , M. , Wanke , M. , & Plessner , H. ( 2006 ). Implicit consumer preferences and their influence on product choice . Psychology & Marketing , 23 , 727 – 740 .
  • Gawronski , B. , & Bodenhausen , G. V. ( 2006 ). Associative and propositional processes in evaluation: An integrative review of implicit and explicit attitude change . Psychological Bulletin , 132 , 692 – 731 .
  • Gawronski , B. , & Strack , F. ( 2004 ). On the propositional nature of cognitive consistency: Dissonance changes explicit, but not implicit attitudes . Journal of Experimental Social Psychology , 40 , 535 – 542 .
  • Gibson , B. ( 2008 ). Can evaluative conditioning change attitudes toward mature brands? New evidence from the Implicit Association Test . Journal of Consumer Research , 35 , 178 – 188 .
  • Gibson , B. , Redker , C. , & Zimmerman , I. ( in press ). Conscious and nonconscious effects of product placement: Brand recall and active persuasion knowledge affect brand attitudes and brand-self connection differently . Psychology of Popular Media Culture.
  • Greenwald , A. G. , Nosek , B. A. , & Banaji , M. R. ( 2003 ). Understanding and using the implicit associations test: I. An improved scoring algorithm . Journal of Personality and Social Psychology , 85 , 197 – 216 .
  • Gupta , P. B. , & Lord , K. L. ( 1998 ). Product placement in movies: The effect of prominence and mode on audience recall . Journal of Current Issues and Research in Advertising , 20 , 47 – 59 .
  • Hofmann , W. , Gawronski , B. , Gschwendner , T. , Le , H. , & Schmitt , M. ( 2005 ). A meta-analysis on the correlation between the Implicit Association Test and explicit self-report measures . Personality and Social Psychology Bulletin , 31 , 1369 – 1385 .
  • Law , S. , & Braun , K. A. ( 2000 ). I'll have what she's having: Gauging the impact of product placements on viewers . Psychology & Marketing , 17 , 1059 – 1075 .
  • Law , S. , & Braun , K. A. ( 2004 ). Product placements: How to measure their impact . In L. J. Shrum (Ed.), The psychology of entertainment media: Blurring the lines between entertainment and persuasion (pp. 63 – 78 ). Mahwah , NJ : Erlbaum .
  • Matthes , J. , Wirth , W. , Schemer , C. , & Kissling , A. K. ( 2011 ). I see what you don't see: The role of individual differences in field dependence–independence as a predictor of product placement recall and brand liking . Journal of Advertising , 40 , 85 – 99 .
  • Mitchell , C. J. , De Houwer , J. D. , & Lovibond , P. F. ( 2009 ). The propositional nature of human associative learning . Behavioral and Brain Sciences , 32 , 183 – 198 .
  • Nosek , B. A. , Greenwald , A. G. , & Banaji , M. R. ( 2005 ). Understanding and using the Implicit Association Test II: Method variables and construct validity . Personality and Social Psychology Bulletin , 31 , 166 – 180 .
  • Park , C. W. , MacInnis , D. J. , Priester , J. , Eisingerich , A. B. , & Iacobucci , D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing , 74, 1–17.
  • Redker , C. M. , & Gibson , B. ( 2009 ). Music as an unconditioned stimulus: Positive and negative effects of country music on implicit attitudes, explicit attitudes, and brand choice . Journal of Applied Social Psychology , 31 , 2689 – 2705 .
  • Russell , C. A. ( 2002 ). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude . Journal of Consumer Research , 29 , 306 – 318 .
  • Russell , C. A. , & Belch , M. ( 2005 ). A managerial investigation into the product placement industry . Journal of Advertising Research , 45 , 73 – 92 .
  • Russell , C. A. , & Stern , B. B. ( 2006 ). Consumers, characters, and products: A balance model of sitcom product placement effects . Journal of Advertising , 35 , 7 – 21 .
  • Schemer , C. , Matthes , J. , Wirth , W. , & Textor , S. ( 2008 ). Does “passing the Courvoisier” always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos . Psychology & Marketing , 25 , 923 – 943 .
  • Schneider , L. , & Cornwell , T. B. ( 2005 ). Cashing in on crashes via brand placement in computer games: The effects of experience and flow on memory . International Journal of Advertising: The Quarterly Review of Marketing Communications , 24 , 321 – 343 .
  • Shimp , T. A. , Stuart , E. W. , & Engle , R. W. ( 1991 ). A program of classical conditioning experiments testing variations in the conditioned stimulus and context . Journal of Consumer Research , 18 , 1 – 12 .
  • Stuart , E. W. , Shimp , T. A. , & Engle , R. W. ( 1987 ). Classical conditioning of consumer attitudes: Four experiments in an advertising context . Journal of Consumer Research , 14 , 334 – 349 .
  • Sweldens , S. , Van Osselaer , S. M. , & Janiszewski , C. ( 2010 ). Evaluative conditioning procedures and the resilience of conditioned brand attitudes . Journal of Consumer Research , 37 , 473 – 489 .
  • van Reijmersdal , E. ( 2009 ). Brand placement prominence: Good for memory! Bad for attitudes? Journal of Advertising Research , 49 , 151 – 153 .
  • Wiles , M. A. , & Danielova , A. ( 2009 ). The worth of product placement in successful films: An event study analysis . Journal of Marketing , 73 , 44 – 63 .
  • Yang , M. , & Roskos-Ewoldsen , D. R. ( 2007 ). The effectiveness of brand placements in movies: Levels of placements, explicit and implicit memory, and brand-choice behavior . Journal of Communication , 57 , 469 – 489 .
  • Yoon , S. , Choi , Y. K. , & Song , S. ( 2011 ). When intrusive can be likeable: Product placement effects on multitasking consumers . Journal of Advertising , 40 , 63 – 75 .
  • Zimmerman , I. , Redker , C. M. , & Gibson , B. ( 2011 ). The role of Faith in Intuition, Need for Cognition, and method of attitude formation in implicit–explicit brand attitude relationship strength . Journal of Consumer Psychology , 21 , 290 – 301 .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.