- Title
- Examining the automaticity of product placement effects
- Creator
- Hook, Margurite; Rosenberger III, Philip J.; Baxter, Stacey
- Relation
- 28th Australian and New Zealand Academy of Management Conference (ANZAM 2014). Reshaping Management for Impact: Proceedings of ANZAM 2014 (Sydney 3-5 December, 2014)
- Relation
- http://www.anzam.org/conference-material/past-event-material/
- Publisher
- ANZAM
- Resource Type
- conference paper
- Date
- 2014
- Description
- Product placement is a controversial topic that has grown in popularity (Russell & Belch, 2005). The introduction of new technologies has allowed consumers to evade traditional television advertising (Lee & Faber, 2007). Whilst Peters and Leshner (2013) suggest that a consumer’s cognitive processing of product placement could be due to subconscious influences on the consumer, researchers are yet to empirically examine this notion. This is linked to studies on priming, a topic that has attracted much researcher interest (e.g. Shen & Chen, 2007). This paper aims to assess the automaticity of television-show product-placement effects on a consumer’s brand attitudes and purchase intentions to examine this notion. A theoretical model and propositions are presented to guide future research.
- Subject
- product placement; effectiveness of product placement; automaticity; cognitive processing; exposure levels of product placement
- Identifier
- http://hdl.handle.net/1959.13/1064118
- Identifier
- uon:17468
- Identifier
- ISBN:9780987596857
- Language
- eng
- Full Text
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