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Literature Survey 37 Fig. 8 Factors influencing the amount of attention given to an ad Source: Mackenzie, 1986, p. 177 The interpretation process of these stimuli is influenced by the motives of the consumer and selective (Hastorf and Cantril, 1954) in the sense that it aims to strengthen the worldview and self-view of the consumer before being stored in memory. The social, business, political and economic environment are the basis for the stimuli in advertisements or interpersonal observations (Foxall, Brown and Goldsmith, 1998). These stimuli are made up from small, single units of information such as words, letters, etc. or large, strings thereof (Newell and Simon, 1972). The consumer goes through stages of preattention, focal attention, comprehension and elaboration when subjected to advertising stimuli (Greenwald and Leavitt, 1984) as shown in figure 9. Fig. 9 Four levels of involvement Source: Greenwald and Leavitt, 1984, p. 585 (own adaptation) Preattention uses the lowest amount of attentional capacity and advertising is expected not to have enduring effects. Focal attention allocates a moderate level of attentional capacity to decipher the sensory content of the message into categories
38 Literature Survey (words, objects, … lacking context Greenwald and Leavitt, and partially store the information obtained into memory (Foxall, Brown and Goldsmith, 1998). Focal attention can be voluntary, a selective type of attention when the consumer experiences a need to which the stimulus relates and which thus have relevancy to current intentions (Foxall, Brown and Goldsmith, 1998, Kardes, 1999). Attention can also be drawn from the environment in which the message take shape through different styles of messaging (Kotler, 2012), potentially more disruptive in nature, which can as such serve as salient, sometimes involuntary, stimuli (Kardes, 1999). The concepts of comprehension and elaboration will be discussed further on. The level of consumer involvement in the product strongly affects information processing (Krugman, 1965): in the case of high involvement, consumers have a high level of attention and evaluation to arguments proposed through the message, contrarily to low involvement where little information is being processed (Foxall, Brown and Goldsmith, 1998). The next section describes how the consumer gives meaning to the message which is in turn stored in memory. 3.3.2 Comprehension and memory Memory is an information processing system (Kardes, 1999) where information goes from perception to transferal in a sensorial register before eventually being transferred to short-term memory and long-term memory (Atkinson, 1968) as show on figure 10. Fig. 10 Structure of the memory system Source: Atkinson, 1968, p. 93 (own adaptation) Information is kept in short-term memory for very short periods of time and that this tendency to forget information is affected by failure to rehearse (Peterson and Peterson, 1959). Short-term memory information is acoustically encoded whereas
Page 1 and 2: The Effects of Product Placement on
Page 4: I would firstly and foremost like t
Page 8: Abstract VAN WICHELEN, Steven. The
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Page 13 and 14: 12 Introduction x
Page 15 and 16: 14 Objectives 2 Objectives The gene
Page 17 and 18: 16 Literature Survey 3 Literature S
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Page 43 and 44: 42 Methods and materials 4 Methods
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Page 64 and 65: Results 63 Overall, brand recall wa
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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
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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
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Results 87 brand is likely the reas
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Results 89 Starbucks 15 14 Red Bull
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Results 91 Starbucks 2.66 2.96 Red
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Results 93 The results regarding th
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Results 95 became less descriptive.
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Results 97 Red Bull (control group)
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Results 99 Starbucks 2.85 2.86 Red
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Results 101 to evoking and recallin
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Results 103 influence. It does not
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Discussion 105 Regarding product pr
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Discussion 107 (Kotler, 2012) in th
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Benefits of the thesis 109 • Mana
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Conclusion 111 evoke brand recall t
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References 113 9 References Aaker,
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References 115 Cacioppo, J. )., & P
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References 117 Ferrier, M. (2014, J
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References 119 Kahneman, D. (1973).
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References 121 McGuire, William J.
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References 123 Rossiter, J. R. (199
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References 125 Wiles, M. A., & Dani
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List of tables 127 Tab. 22 Intervie
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List of figures 129 Fig. 23 Visual
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Appendix 131 B Questionnaire interv
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Appendix 133 7. Which of the follow
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Appendix 135 Name Surname Gender Ag
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