What do you see and what do you recall?: Using eye tracking to understand product placement

References

• Akhan, C. E., & Özdemir, E. (2021). The effect of in-game product placement on attitude towards in-game purchasing intention: A study on young consumers. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (61), 385–22 10.18070/erciyesiibd.990855.
   Google Scholar
• Alruwaily, A., Mangold, C., Greene, T., Arshonsky, J., Cassidy, O., Pomeranz, J. L., & Bragg, M. (2020). Child social media influencers and unhealthy food product placement. Pediatrics, 146(5) 1–10). https://doi.org/10.1542/peds.2019-4057
   Web of Science ®Google Scholar
• Baig, M., Butt, A. F., & Khattak, M. A. (2019). Hilarious sitcoms as marketing platform to enhance product appeal through star power: A study to investigate the effectiveness of QMobile advertisement when introduced in situational comedy Bulbulay. GMJACS, 9(2), 18 https://www.gmjacs.bahria.edu.pk/index.php/ojs/article/view/104
   Google Scholar
• Beaufort, M. (2019). How candy placements in films influence children’s selection behaviour in real-life shopping scenarios–an Austrian experimental field study. Journal of Children and Media, 13(1), 53–72. https://doi.org/10.1080/17482798.2018.1547776
   Web of Science ®Google Scholar
• Becker, M., Wiegand, N., & Reinartz, W. J. (2019). Does it pay to be real? Understanding authenticity in TV advertising. Journal of Marketing, 83(1), 24–50. https://doi.org/10.1177/0022242918815880
   Web of Science ®Google Scholar
• Bergkvist, L., & Taylor, C. R. (2022). Reviving and improving brand awareness as a construct in advertising research. Journal of Advertising 51 (3) , 1–14. https://doi.org/10.1080/00913367.2022.2077268
   Web of Science ®Google Scholar
• Boerman, S. C., Tessitore, T., & Müller, C. M. (2021). Long-term effects of brand placement disclosure on persuasion knowledge and brand responses. International Journal of Advertising, 40(1), 26–48. https://doi.org/10.1080/02650487.2020.1775036
   Web of Science ®Google Scholar
• Chan, F. F. Y. (2020). Prior disclosure of product placement: The more explicit the disclosure, the better the brand recall and brand attitude. Journal of Business Research, 120 November 2020 , 31–41. https://doi.org/10.1016/j.jbusres.2020.07.028
   Web of Science ®Google Scholar
• Chen, H., Chan-Olmsted, S., Kim, J., & Sanabria, I. M. (2022). Consumers’ perception on artificial intelligence applications in marketing communication. Qualitative Market Research: An International Journal, 25(1), 125–142. https://doi.org/10.1108/QMR-03-2021-0040
   Web of Science ®Google Scholar
• Chen, H., & Haley, E. (2014). Product placement in social games: Consumer experiences in China. Journal of Advertising, 43(3), 286–295. https://doi.org/10.1080/00913367.2013.858086
   Web of Science ®Google Scholar
• Davtyan, D., Cunningham, I., & Tashchian, A. (2020). Effectiveness of brand placements in music videos on viewers’ brand memory, brand attitude and behavioral intentions. European Journal of Marketing, 5(22), 420–443 https://doi.org/10.1108/EJM-08-2019-0670.
   Google Scholar
• Dens, N., De Pelsmacker, P., & Verhellen, Y. (2018). Better together? Harnessing the power of brand placement through program sponsorship messages. Journal of Business Research, 83 2018 , 151–159. https://doi.org/10.1016/j.jbusres.2017.10.036
   Web of Science ®Google Scholar
• Deterding, N. M., & Waters, M. C. (2021). Flexible coding of in-depth interviews: A twenty-first-century approach. Sociological Methods & Research, 50(2), 708–739. https://doi.org/10.1177/0049124118799377
   Web of Science ®Google Scholar
• Dubow, J. S. (1995). Advertising recognition and recall by age-including teens. Journal of Advertising Research, 35 (5) , 55–61 https://go.gale.com/ps/i.do?p=AONE&u=googlescholar&id=GALE|A17802911&v=2.1&it=r&sid=AONE&asid=2618fdfc.
   Web of Science ®Google Scholar
• Ducey, S. (2022). The ‘Skip Ad’ button: 4 strategies to keep consumers watching. https://digilant.com/the-skip-ad-button-4-strategies-to-keep-consumers-watching/ The digilant [Accessed August 20, 2022]
   Google Scholar
• Eagle, L., & Dahl, S. (2018). Product placement in old and new media: Examining the evidence for concern. Journal of Business Ethics, 147(3), 605–618. https://doi.org/10.1007/s10551-015-2955-z
   Web of Science ®Google Scholar
• Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ad. Journal of Advertising, 31(3), 83–95. https://doi.org/10.1080/00913367.2002.10673678
   Web of Science ®Google Scholar
• Eshra, N., & Beshir, N. (2019). Effect of consumer attitude towards SMS advertising and demographic features on Egyptian consumers buying decision. Journal of Marketing Management, 7 (2) , 70–76 doi:10.15640/jmm.v7n2a8.
   Google Scholar
• Feit, A. M., Williams, S., Toledo, A., Paradiso, A., Kulkarni, H., Kane, S., & Morris, M. R. (2017). Toward everyday gaze input: Accuracy and precision of eye tracking and implications for design. In Proceedings of the 2017 Chi conference on human factors in computing systems. 1118–1130.
   Google Scholar
• Fossen, B. L. (2021). The science of product placements – And why some work better than others. https://theconversation.com/the-science-of-product-placements-and-why-some-work-better-than-others-165435 The Conversation UK [Accessed August 20, 2022]
   Google Scholar
• Furlan, A. (2015). Product placement in Japan: A focus on the animation industry. [ master’s thesis]. []: Ca’ Foscari University of Venice
   Google Scholar
• Gangadharbatla, H., & Daugherty, T. “A comparison of consumers’ responses to traditional advertising and product placement strategies: Implications for advertisers” in Proceedings of the Conference American Academy of Advertising, ed. W. D. Pullman, (Chicago: American Academy of Advertising, 2013a).
   Google Scholar
• Gangadharbatla, H., & Daugherty, T. (2013b). Advertising versus product placements: How consumers assess the value of each. Journal of Advertising Research, 34 (1) , 21–38 doi:10.1080/10641734.2013.754706.
   Google Scholar
• Glaser, M., & Reisinger, H. (2022). Don’t lose your product in story translation: How product–story link in narrative advertisements increases persuasion. Journal of Advertising, 51(2), 188–205. https://doi.org/10.1080/00913367.2021.1973623
   Web of Science ®Google Scholar
• Gómez-Donoso, C., Sacks, G., Vanderlee, L., Hammond, D., White, C. M., Nieto, C., … Cameron, A. J. (2021). Public support for healthy supermarket initiatives focused on product placement: A multi-country cross-sectional analysis of the 2018 International Food Policy Study. International Journal of Behavioral Nutrition and Physical Activity, 18(1), 1–12. https://doi.org/10.1186/s12966-021-01149-0
   PubMed Web of Science ®Google Scholar
• Guo, F., Ye, G., Duffy, V. G., Li, M., & Ding, Y. (2018). Applying eye tracking and electroencephalography to evaluate the effects of placement disclosures on brand responses. Journal of Consumer Behaviour, 17(6), 519–531. https://doi.org/10.1002/cb.1736
   Web of Science ®Google Scholar
• Guo, F., Ye, G., Hudders, L., Lv, W., Li, M., & Duffy, V. G. (2019). Product placement in mass media: A review and bibliometric analysis. Journal of Advertising, 48(2), 215–231. https://doi.org/10.1080/00913367.2019.1567409
   Web of Science ®Google Scholar
• Holmqvist, K., Örbom, S. L., Hooge, I. T., Niehorster, D. C., Alexander, R. G., Andersson, R., Benjamins, J. S., Blignaut, P., Brouwer, A. M., Chuang, L. L., Dalrymple, K. A., & Hessels, R. S. (2022). Eye tracking: Empirical foundations for a minimal reporting guideline. Behavior Research Methods https://doi.org/10.3758/s13428-021-01762-8.
   Web of Science ®Google Scholar
• Hudson, S., & Elliott, C. (2013). Measuring the impact of product placement on children using digital brand integration. Journal of Food Products Marketing, 19(3), 176. https://doi.org/10.1080/10454446.2013.724370
   Google Scholar
• Huitink, M., Poelman, M. P., Seidell, J. C., & Dijkstra, S. C. (2021). The healthy supermarket coach: Effects of a nutrition peer-education intervention in Dutch supermarkets involving adolescents with a lower education level. Health Education & Behavior, 48(2), 150–159. https://doi.org/10.1177/1090198120957953
   PubMed Web of Science ®Google Scholar
• Jung, E., & Childs, M. (2020). Destination as product placement: An advertising strategy to impact beliefs and behavioral intentions. Journal of International Consumer Marketing, 32(3), 178–193. https://doi.org/10.1080/08961530.2019.1662355
   Web of Science ®Google Scholar
• Jurberg, A. (2020). 7 Product placements we still talk about years later. https://bettermarketing.pub/7-product-placements-we-still-talk-about-years-later-6144ef43c1fc Better Marketing Publisher [Access 20 August 2022]
   Google Scholar
• Jutakul, P. (2016). Product placement strategies in Sitcom. Journal of Communicating Management, 2 (2) May – August 2016 (in Thai), 110–122 http://www.gscm.nida.ac.th/public-action/eJournal/Vol.2-59/7.pdf.
   Google Scholar
• Karisik, V. J. (2014). 20 years of research on product placement in movie, television and video game media. Journal of Economic and Socialogy Studies, 4 (2) , 253–283 http://dx.doi.org/10.14706/JECOSS114210.
   Google Scholar
• Kaur, R., Sharma, R. K., & Bakshi, A. (2021). Antecedents and consequences of consumers’ attitudes toward product placements: Evidence from India. International Journal of Emerging Markets, 2021((9)). https://doi.org/10.1108/IJOEM-09-2020-1087
   Google Scholar
• Kembuan, K. F., Lapian, S. L. V. J., & Wangke, S. J. (2021). The influence of Samsung product placement in Korea drama “Cash landing on you” on brand memory. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(4), 95–104 https://doi.org/10.35794/emba.v9i4.36141.
   Google Scholar
• Keveney, B. (2020). Why we can’t expect more big sitcoms that bond us in a post-“Modern Family” world. https://www.usatoday.com/story/entertainment/tv/2020/02/27/is-modern-family-last-big-sitcom-hit/4876315002/ NewsGrooveUK [Accessed August 20, 2022]
   Google Scholar
• Khalbous, S., Vianelli, D., Domanski, T., Dianoux, C., & Maazoul, M. (2013). Attitudes toward product placement: A cross-cultural analysis in Tunisia, France, Italy, and Poland. International Journal of Marketing Studies, 5(2) 138–153 https://hal.archives-ouvertes.fr/hal-01369730/document).
   Google Scholar
• Kureshi, S., & Vandana, S. (2010). Review of placement literature: Conceptual and managerial implications. Journal of Marketing Management, 9 Feb–May 2010 , 23–39 https://www.iupindia.in/510/IJMM_Review_of_Placement_Literature_23.html.
   Google Scholar
• Laban, G., Zeidler, C., & Brussee, E. (2020). Binge-watching (Netflix) product placement: A content analysis on different product placements in Netflix originals vs. non-Netflix originals, and drama vs. comedy shows. https://pure.uva.nl/ws/files/29759234/Laban_ECREA2018_TVS03.pdf University of Amsterdam [Accessed August 20, 2022]
   Google Scholar
• Lai, I. K., & Liu, Y. (2020). The effects of content likeability, content credibility, and social media engagement on users’ acceptance of product placement in mobile social networks. Journal of Theoretical and Applied Electronic Commerce Research, 15(3), 1–19 https://www.scielo.cl/pdf/jtaer/v15n3/0718-1876-jtaer-15-03-00102.pdf.
   Web of Science ®Google Scholar
• Ma, M. H. K. (2020). Impact of product placement strategies on brand reception-Literature review. Humanitas University Research paper, 69.
   Google Scholar
• Mantha, M. S. S., Srivastava, R. K., & Phalle, M. (2018). A study on effectiveness of product placement in diverse media. Journal of Industrial and Engineering, 11 (7) , 1–9 doi:10.26488/IEJ.11.7.1136.
   Google Scholar
• Matthes, J., Wonneberger, A., & Schmuck, D. (2014). Consumers’ green involvement and the persuasive effects of emotional versus functional ads. Journal of Business Research, 67(9), 1885–1893. https://doi.org/10.1016/j.jbusres.2013.11.054
   Web of Science ®Google Scholar
• Meyer, J., Song, R., & Ha, K. (2016). The effect of product placements on the evaluation of movies. European Journal of Marketing, 50(3/4), 530–549. https://doi.org/10.1108/EJM-12-2014-0758
   Web of Science ®Google Scholar
• Naderer, B., Matthes, J., & Zeller, P. (2018). Placing snacks in children’s movies: Cognitive, evaluative, and conative effects of product placements with character product interaction. International Journal of Advertising, 37(6), 852–870. https://doi.org/10.1080/02650487.2017.1348034
   Web of Science ®Google Scholar
• Neale, M., & Corkindale, D. (2022). Make product placement work for you: Get less exposure. Business Horizons, 65(2), 149–157. https://doi.org/10.1016/j.bushor.2021.02.034
   Web of Science ®Google Scholar
• Niu, X., Wang, X., & Liu, Z. (2021). When I feel invaded, I will avoid it: The effect of advertising invasiveness on consumers’ avoidance of social media advertising. Journal of Retailing and Consumer Services, 58 January 2021 , 102320. https://doi.org/10.1016/j.jretconser.2020.102320
   Web of Science ®Google Scholar
• Nordin, M. A. S. M., & Baharom, S. N. (2018). A study on awareness of product placement in Malaysian movies. Journal of Ideology, 3 (2) , 159–175 doi:10.24191/idealogy.v3i2.80.
   Google Scholar
• Nyström, M., Andersson, R., Holmqvist, K., & Van De Weijer, J. (2013). The influence of calibration method and eye physiology on eye tracking data quality. Behavior Research Methods, 45(1), 272–288. https://doi.org/10.3758/s13428-012-0247-4
   PubMed Web of Science ®Google Scholar
• Oswald, D., Sherratt, F., & Smith, S. (2014). Handling the Hawthorne effect: The challenges surrounding a participant observer. Review of Social Studies, 1(1), 53–73. https://doi.org/10.21586/ross0000004
   Google Scholar
• Perwitasari, D. A., & Paramita, E. L. (2020). Product placement on Korean drama as an effective tool for brand positioning. Case study: Laneige. Muara Ilmu Ekonomi dan Bisnis. Business and Economics Review, 4 (1) , 145–155 doi:10.24912/jmieb.v4i1.7717 .
   Google Scholar
• Roller, M. R., & Lavrakas, P. J. (2015). Applied qualitative research design: A total quality framework approach. The Guilford Press.
   Google Scholar
• Russell, C. A., & Stern, B. B. (2013). Consumers, characters, and products: A balance model of sitcom product placement effects. Journal of Advertising, 35(1), 7–21. https://doi.org/10.2753/JOA0091-3367350101
   Web of Science ®Google Scholar
• Sharma, S., & Bumb, A. (2022). Product placement in entertainment industry: A systematic review. Quarterly Review of Film and Video, 39(1), 103–119. https://doi.org/10.1080/10509208.2020.1811606
   Google Scholar
• Smink, A. R., van Reijmersdal, E. A., & Boerman, S. C. (2017). Effects of brand placement disclosures: An eye tracking study into the effects of disclosures and the moderating role of brand familiarity. Journal of Advertising Research, VIII, 85–96.
   Google Scholar
• Spielvogel, I., Naderer, B., & Matthes, J. (2020). Again and again: Exploring the influence of disclosure repetition on children’s cognitive processing of product placement. International Journal of Advertising, 39(5), 611–630. https://doi.org/10.1080/02650487.2019.1648984
   Web of Science ®Google Scholar
• Srivastava, R. K. (2016). Promoting brands through product placement in successful and unsuccessful films in emerging markets. Journal of Promotion Management, 22(3), 281–300. https://doi.org/10.1080/10496491.2015.1095831
   Google Scholar
• Srivastava, R. K. (2018). Do low involved brands have better consumer perception due to product placement in emerging markets?. Journal of Marketing Communications, 24(4), 360–374. https://doi.org/10.1080/13527266.2017.1414705
   Google Scholar
• Tritama, H. B., & Tarigan, R. E. (2016). The effect of social media to the brand awareness of a product of a company. Communication and Information Technology Journal, 10(1), 9–14. https://doi.org/10.21512/commit.v10i1.1667
   Google Scholar
• van Reijmersdal, E. A., Neijens, P. C., & Smit, E. G. (2010). How media factors affect audience responses to brand placement. International Journal of Advertising, 29(2), 279–302. https://doi.org/10.2501/S0265048710201154
   Web of Science ®Google Scholar
• Van Reijmersdal, E. A., Rozendaal, E., Hudders, L., Vanwesenbeeck, I., Cauberghe, V., & Van Berlo, Z. M. (2020). Effects of disclosing influencer marketing in videos: An eye tracking study among children in early adolescence. Journal of Interactive Marketing, 49(1), 94–106. https://doi.org/10.1016/j.intmar.2019.09.001
   Web of Science ®Google Scholar
• Walsh, P., Kim, Y., & Ross, S. D. (2008). Brand recall and recognition: A comparison of television and sport video games as presentation modes. Sport Marketing Quarterly, 17(4 201–208 https://fitpublishing.com/content/brand-recall-and-recognition-comparison-television-and-sport-video-games-presentation-modes).
   Google Scholar
• Wang, Y., & Chen, H. (2019). The influence of dialogic engagement and prominence on visual product placement in virtual reality videos. Journal of Business Research, 100 July 2019 , 493–502. https://doi.org/10.1016/j.jbusres.2019.01.018
   Web of Science ®Google Scholar
• Wen, J. T., Kim, E., Wu, L., & Dodoo, N. A. (2020). Activating persuasion knowledge in native advertising: The influence of cognitive load and disclosure language. International Journal of Advertising, 39(1), 74–93. https://doi.org/10.1080/02650487.2019.1585649
   Web of Science ®Google Scholar
• Williams, K., Petrosky, A., Hernandez, E., & Page, R.,sJr. (2011). Product placement effectiveness: Revisited and renewed. Journal of Management and Marketing Research, 7 April 2011 , 1–14 https://www.aabri.com/manuscripts/10712.pdf.
   Google Scholar
• Yang, M., & Roskos-Ewoldsen, D. R. (2007). The effectiveness of brand placements in the movies: Levels of placements, explicit and implicit memory, and brand choice behavior. Journal of Communication, 57(3), 469–489. https://doi.org/10.1111/j.1460-2466.2007.00353.x
   Web of Science ®Google Scholar
• Zluhan, C. L., Godinho, L. F., Petroll, M. D. L. M., & Scussel, F. B. C. (2021). When brands lead the scene: A longitudinal analysis of product placement in the transformers movies franchise. Revista Ciências Administrativas, 27(1 1–12). https://doi.org/10.5020/2318-0722.2021.27.1.9539
   Google Scholar