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1、標(biāo)題：ProductPlacementInMovies:APreliminaryTestOfAnArgumentFInvolvement原文：Amodelisproposedtobegintoexplaintherolethatviewerinvolvementwithamoviescenefeatureaproductplacementhasontheimpactofproductplacements.Thisstudyisaprel

2、iminarytestofthedifferencesinbrrecognitionrecallfproductsineitherhighlowinvolvementmoviescenes.Theexperimenttestsfourexistingmotionpictureswithproductplacementsshowsapattern(albeitstatisticallyinsignificant)ofenhancedcog

3、nitiveeffects(recallrecognition)inmeinvolvingmoviescenes.Implicationsareprovidedffutureresearchtofurthertesttheproposedmodel.IntroductionMarketerstodayarespendingmillionsofdollarsfproductplacementsinmotionpicturesafterth

4、etremendoussuccesslinkedtothepingofReesesPiecesciestoleadanalienoutofthewoodsinthemovieET:TheExtraTerrestrial.Memecompaniestrytofindmecreativeunclutteredwaystoexposeconsumerstoproducts.Productplacementsrangefromsubtlebac

5、kgroundappearancestothedominantrole(10.5minutesoftotalexposuretime)ofaWilsonvolleyballwashedasheinaFederalExpresspackageafteraplanecrashleavesactTomHanksastheonlysurvivonadesertedislinthemovieCastAway(MaynardScala2002).P

6、reviousresearchhaslookedatmoviegoersopinionsaboutproductplacement(GuptaGould1997DeLmeReid1999)theethicalnatureofusingmoviesfproductpitches(Guptaetal2000)thefrequencytypeofbrexposureinmovies(Karrh1994)theeffectsonviewerso

7、fdifferenttypesofexposures(dAstoustier2000GuptaLd1998BrennanBabin2004SabherwalPokrywczynskiGriffin1994).Thislatterresearchonplacementeffectivenessisthefocusofthecurrentresearch.percentmoststudiesmakenocomparisonsamongmov

8、ieschoosingtotestjustonemoviemanipulatingothervariablesrelatedtotheplacement.Fewstudiesexamineproductplacementinfluencesonattitudestowardaproductbr.Whentheydo(e.g.Karrh1994)nodifferencesarefoundinviewersattitudestowardth

9、ebr.DoesthismeanproductplacementsareincapableofinfluencingbrattitudesisthemeasurementofattitudinaleffectstoblameMaybeitsthetestingconditionsusedinthesestudiesSomequestionifproductplacementsaretoosubtletohaveanyeffectonco

10、nsumers(riasovaWagner2004).Thisstudyfocusedonproductrelatedstrengthsofassociationwiththeactersinvolvedinusingtheproductonscreen.Ratherthanenhancingbrattitudesbrawarenessdirectlyaproductplacedinwaysthatviewersperceivefitw

11、iththeacterusingthemwillgainanenhancedassociationeverytimeconsumersthinkofthatacter.InadditionriasovaWagner(2004)foundalinkbetweenviewerinvolvementintheprogramproductrelatedassociations.Unftunatelyonlyoneproductacterasso

12、ciationwastestedinthisstudyprovidingnocomparisondataasopposedtothatprovidedbythepresentstudy.Sixvariablesofproductplacementhavebeenidentifiedasplayingaroleinthepotentialimpactfsponss(FisherWagner2004)threeofthosearerepre

13、sentedbytheconceptofinvolvement.Contentacteristicswhichincludemoviegenremoodofthesceneareimptantinproductplacementdecisionscontributetoviewersinvolvementwiththemovie.Suspensethrillersactionadventureswhichtendtoengageview

14、ersbothcognitivelyemotionallyhaveconsistentlybeenclassifiedashighinvolvementcontent(e.g.Kennedy1971ParkMcClung1986)whilecomediesmusicalsareidentifiedaslessinvolving(e.g.BryantComisky1978).actersareasecondcomponentimptant

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