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Results 99 Starbucks 2.85 2.86 Red Bull Heineken 3.04 3.10 3.24 3.88 Apple Coca Cola 2.62 2.79 2.66 3.04 Activia 3.31 3.45 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 Purchase intention (control group) Purchase intention (experiment group) Fig. 39 Purchase intention: experiment group vs. control group Source: experiment 2, 2015, n = 55 The following null hypothesis was formulated regarding the relation between purchase intention and exposure to product placement: H0: There is no significant difference in purchase intention between exposure and non-exposure to product placement. Conducting a Mann-Whitney U test provided insights in the difference between these two groups. With α values higher than .05 the null-hypothesis was accepted for all product categories, stating that there is no difference in purchase intention between exposure and non-exposure to product placement. The results are therefore conclusive across product category. Table 33 and 34 provide an overview of respectively the ranks and test statistics of the Mann-Whitney test for the aforementioned variables.
100 Results Tab. 33 Mann-Whitney test: ranks (purchase intention brands) Brand Group N Mean Rank Sum of Ranks Activia Control group 26 18.40 478.50 Experiment group 11 20.41 224.50 Total 37 Coca Cola Control group 26 27.96 727.00 Experiment group 26 24.04 651.00 Total 52 Apple Control group 26 20.48 532.50 Experiment group 17 24.32 413.50 Total 43 Heineken Control group 26 23.00 598.00 Experiment group 17 20.47 348.00 Total 43 Red Bull Control group 26 25.37 659.50 Experiment group 19 19.76 375.50 Total Starbucks Control group 26 21.77 566.00 Experiment group 15 19.67 295.00 Total 41 Source: experiment 2, 2015, n = 55 Tab. 34 Mann-Whitney test: test statistics (purchase intention brands) Brand Mann-Whitney U Z Asymp. Sig. (2-tailed) Activia 127.500 -0.535 0.593 Coca Cola 300.000 0.718 0.473 Apple 181.500 -1.020 0.308 Heineken 195.000 -0.671 0.502 Red Bull 185.500 -1.464 0.143 Starbucks 175.000 -0.563 0.574 Source: experiment 2, 2015, n = 55 5.4 Practical implications 5.4.1 Cognitive responses Attention Attention to product placement seems a fairly good predictor of brand recall. However, this relation is not absolute: paying attention to a product placed does not always result in recalling the brand. Contrarily, not paying attention to a product placed does not always result in failure to recall the brand: the context in which a product is placed can also lead
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The Effects of Product Placement on
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I would firstly and foremost like t
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Abstract VAN WICHELEN, Steven. The
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4.3 Self-reported effects of produc
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12 Introduction x
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14 Objectives 2 Objectives The gene
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16 Literature Survey 3 Literature S
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18 Literature Survey through brand
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20 Literature Survey Fig. 2 Sub-dim
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24 Literature Survey 3.2.2 Product
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26 Literature Survey only (AUD) and
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28 Literature Survey Apéria and Ge
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32 Literature Survey Tab. 1 Alignme
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34 Literature Survey and experience
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36 Literature Survey Fig. 7 A model
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38 Literature Survey (words, object
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40 Literature Survey affective comp
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42 Methods and materials 4 Methods
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44 Methods and materials can stand
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46 Methods and materials moderator,
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Page 57 and 58: 56 Methods and materials fer across
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Page 64 and 65: Results 63 Overall, brand recall wa
Page 66 and 67: Results 65 indicating a medium to l
Page 68 and 69: Results 67 To assess the level of s
Page 70 and 71: Results 69 Tab. 18 Crosstabulation:
Page 72 and 73: Results 71 20 15 10 5 0 15 14 9 5 0
Page 74 and 75: Results 73 Audiovisual types of pro
Page 76 and 77: Results 75 Tab. 23 Crosstabulation:
Page 78 and 79: Results 77 and 60%. The amount of s
Page 80 and 81: Results 79 Tab. 27 Product placemen
Page 82 and 83: Results 81 Fig. 21 Visual product p
Page 84 and 85: Results 83 24. With 32 subjects ind
Page 86 and 87: Results 85 Fig. 26 Audiovisual prod
Page 88 and 89: Results 87 brand is likely the reas
Page 90 and 91: Results 89 Starbucks 15 14 Red Bull
Page 92 and 93: Results 91 Starbucks 2.66 2.96 Red
Page 94 and 95: Results 93 The results regarding th
Page 96 and 97: Results 95 became less descriptive.
Page 98 and 99: Results 97 Red Bull (control group)
Page 102 and 103: Results 101 to evoking and recallin
Page 104 and 105: Results 103 influence. It does not
Page 106 and 107: Discussion 105 Regarding product pr
Page 108 and 109: Discussion 107 (Kotler, 2012) in th
Page 110 and 111: Benefits of the thesis 109 • Mana
Page 112 and 113: Conclusion 111 evoke brand recall t
Page 114 and 115: References 113 9 References Aaker,
Page 116 and 117: References 115 Cacioppo, J. )., & P
Page 118 and 119: References 117 Ferrier, M. (2014, J
Page 120 and 121: References 119 Kahneman, D. (1973).
Page 122 and 123: References 121 McGuire, William J.
Page 124 and 125: References 123 Rossiter, J. R. (199
Page 126 and 127: References 125 Wiles, M. A., & Dani
Page 128 and 129: List of tables 127 Tab. 22 Intervie
Page 130 and 131: List of figures 129 Fig. 23 Visual
Page 132 and 133: Appendix 131 B Questionnaire interv
Page 134 and 135: Appendix 133 7. Which of the follow
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