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List of tables 127 Tab. 22 Interview output attitude visual product placement ................................ 73 Tab. 23 Crosstabulation: product placement type x preference............................ 75 Tab. 24 Fisher’s exact test: product placement type x preference ........................ 75 Tab. 25 Chi-square test: product placement type x preference (energy drinks) .. 75 Tab. 26 Product placement prominence: reasons preference (visual)................... 78 Tab. 27 Product placement prominence: reasons preference (audiovisual) ......... 79 Tab. 28 Levene’s Test: dwell time and product preference ................................... 87 Tab. 29 ANOVA test between groups: dwell time and product preference .......... 88 Tab. 30 Brand recall percentages ........................................................................... 89 Tab. 31 Mann-Whitney test: ranks (opinion brands) ............................................ 92 Tab. 32 Mann-Whitney test: test statistics (opinion brands) ................................. 92 Tab. 33 Mann-Whitney test: ranks (purchase intention brands) ........................ 100 Tab. 34 Mann-Whitney test: test statistics (purchase intention brands) ............. 100
128 List of figures 11 List of figures Fig. 1 Customer-based brand equity model ....................................................... 17 Fig. 2 Sub-dimensions of brand building blocks ................................................ 20 Fig. 3 Elements in the communication process................................................... 21 Fig. 4 Meaning movement and the endorsement process .................................. 29 Fig. 5 Balance Model of Product Placement Effects .......................................... 30 Fig. 6 The buying process in outline ................................................................... 35 Fig. 7 A model of the consumer choice process .................................................. 36 Fig. 8 Factors influencing the amount of attention given to an ad .................... 37 Fig. 9 Four levels of involvement ........................................................................ 37 Fig. 10 Structure of the memory system ............................................................... 38 Fig. 11 Product category recall ............................................................................. 62 Fig. 12 Brand recall ............................................................................................... 63 Fig. 13 Attitude towards brands ........................................................................... 65 Fig. 14 Unaided brand recall ................................................................................ 67 Fig. 15 Aided brand recall .................................................................................... 68 Fig. 16 Product placement prominence: affection (Heineken) ............................ 71 Fig. 17 Product placement prominence: affection (Apple) .................................. 71 Fig. 18 Product placement prominence: affection (Red Bull) ............................. 71 Fig. 19 Product placement prominence: preference (audiovisual) ...................... 74 Fig. 20 Visual product placement (Heineken) - AOI KPIs .................................. 80 Fig. 21 Visual product placement (Heineken)- heat map..................................... 81 Fig. 22 Visual product placement (Apple)- AOI KPIs ......................................... 82
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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
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Results 63 Overall, brand recall wa
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Results 65 indicating a medium to l
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Results 67 To assess the level of s
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Results 69 Tab. 18 Crosstabulation:
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Results 71 20 15 10 5 0 15 14 9 5 0
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Results 73 Audiovisual types of pro
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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 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 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
Page 138 and 139: Appendix 137
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