How Product-Plot Integration and Cognitive ...
Type de document :
Compte-rendu et recension critique d'ouvrage
Titre :
How Product-Plot Integration and Cognitive Load Affect Brand Attitude: A Replication
Auteur(s) :
Pantoja, Felipe [Auteur]
Rossi, Patricia [Auteur]
Lille économie management - UMR 9221 [LEM]
Borges, Adilson [Auteur]
Neoma Business School [NEOMA]
Rossi, Patricia [Auteur]
Lille économie management - UMR 9221 [LEM]
Borges, Adilson [Auteur]
Neoma Business School [NEOMA]
Titre de la revue :
Journal of Advertising
Pagination :
113--119
Éditeur :
Taylor & Francis (Routledge)
Date de publication :
2015-10
ISSN :
0091-3367
Mot(s)-clé(s) en anglais :
product placement
placement effectiveness
product-plot integration
placement effectiveness
product-plot integration
Discipline(s) HAL :
Sciences de l'Homme et Société/Gestion et management
Résumé en anglais : [en]
Marketers are progressively using product placements to counteract technology that enables consumers to skip advertisements. However, consumers are increasingly multitasking while they watch videos, which might affect ...
Lire la suite >Marketers are progressively using product placements to counteract technology that enables consumers to skip advertisements. However, consumers are increasingly multitasking while they watch videos, which might affect placement effectiveness. In France we conceptually replicate research on product–plot integration and multitasking that was originally conducted in the United States to analyze how different levels of cognitive charge influence this phenomenon. Results show that participants under moderate cognitive load liked intrusive placements. However, participants under high cognitive load were significantly less positive toward intrusive placements. The results show a potential U-shaped relationship between placement integration and levels of cognitive load.Lire moins >
Lire la suite >Marketers are progressively using product placements to counteract technology that enables consumers to skip advertisements. However, consumers are increasingly multitasking while they watch videos, which might affect placement effectiveness. In France we conceptually replicate research on product–plot integration and multitasking that was originally conducted in the United States to analyze how different levels of cognitive charge influence this phenomenon. Results show that participants under moderate cognitive load liked intrusive placements. However, participants under high cognitive load were significantly less positive toward intrusive placements. The results show a potential U-shaped relationship between placement integration and levels of cognitive load.Lire moins >
Langue :
Anglais
Vulgarisation :
Non
Collections :
Source :