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Conclusion 111 evoke brand recall through other, contextual brand elements. Preferring a product does not seems to influence the amount of attention given to a product placement. A consumer who owns a certain product or prefers it does therefore not seem to pay more attention to product placement stimuli than others. Product category recall and brand recall are dependent from each other. Product placement type and brand recall are also dependent from each other, but only for certain product categories. Visual types of product placement and audiovisual types of product placement elicit higher levels of brand recall, though it is likely this results from the unique way how individual product placement messages are encoded rather than from the choice of product placement type itself. The results regarding the affective responses to product placement indicate the following: brand recall and attitude are dependent on each other across product categories. These attitudinal changes do not appear to be extreme however, only moderately influencing attitude. Furthermore, qualitative feedback from the subjects indicate that these attitudinal changes seems to be caused by both the product placement as well as previous exposure to the brand. However, visual and audiovisual types of product placement do not seem to perform differently in shaping attitudes. Attitudes to brands differ between exposure and non-exposure to product placement depending on the product category. Product placement performs poorly in the meaning transfer of personality traits from characters to brands. A stronger association of a trait to a character does not seem to imply a higher success in transferring this trait association onto the brand. Overall, the results regarding the transfer of personality traits seem rather erratic: whereas some personality traits of characters seem to influence brand personality by strengthening the association, other traits seem rather to influence brand personality by weakening the association. Finally, product preferences are independent from the product placement type. Product placement preferences could almost solely be attributed to previous exposure to the brand. The results regarding the conative responses to product placement show overall no significant difference in purchase intention between exposure and non-exposure to product placement. Though differences in effects seem weak, purchase intention after exposure to product placement varies across product categories: when compared to the control group, in certain cases purchase intention increases whereas in certain cases purchase intention decreased. Though short term effects on purchase intention were not shown, it is possible that on the long term, product placement does influence purchases by shaping brand awareness and attitudes as part of building brand equity. Based on these results, the thesis fulfilled its general objective to assess the effects of product placement on consumer behavior. It also fulfilled its partial objectives to assess the effects of product placement in terms of cognitive, affective and conative responses. This holistic approach to evaluating the effects of product placement can be beneficial to marketing practitioners. Through these results they can make a more educated prediction about the marketing effects they can expect from product placement as well as, in certain cases, benchmark their performance to a given product
112 Conclusion category. These results also further contribute to the scientific research in the field of product placement effectiveness and provide new materials which can be used in pedagogical contexts. The research and the results of this thesis were made possible through the resources and expertise provided by the department of Marketing and Trade and related departments of the Faculty of Business and Economics at Mendel University in Brno.
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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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22 Literature Survey bring about gr
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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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30 Literature Survey and the charac
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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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48 Methods and materials 4.3 Self-r
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50 Methods and materials As the aim
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52 Methods and materials Before exp
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54 Methods and materials and its ca
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56 Methods and materials fer across
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58 Methods and materials The second
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 100 and 101: Results 99 Starbucks 2.85 2.86 Red
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 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
Page 136 and 137: Appendix 135 Name Surname Gender Ag
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