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Methods and materials 57 between the intended meaning and the perceived meaning of a trait or traits, the researcher would clarify and validate the meaning with the subject. The benefit of the breakdown of the previous questions is that it allowed to filter out subjects which had either no previous long-term memory information (Kardes, 1999) of the movies or series or of its characters, not enabling them to make elaborate by associating this long term information with newly acquired knowledge in short-term memory (Foxall, Brown and Goldsmith, 1998) through the Balance Model of Product Placement Effects (Russell and Stern, 2006). Once this first part of the survey was concluded, the subjects were asked to watch a series of video clips as previously described. The first group of subjects, the experimental group, would view a series of video clips in random order containing the product placements. The product placements paired one of the previously described characters with a brand as shown in table 11. Tab. 11 Experiment 2: pairing characters and brands Brand 1 Brand 2 Activia Coca-Cola Paired with character 1 Paired with character 2 Sheldon Cooper Walter White Brand 3 Brand 4 Apple Heineken Paired with character 3 Paired with character 4 Black Widow James Bond Brand 5 Brand 6 Red Bull Starbucks Paired with character 5 Paired with character 6 Carl Allen Carrie Bradshaw Source: experiment exposure and non-exposure to product placement, 2015, n = 55
58 Methods and materials The second group, the control group, would view a series of video clips in random order not containing the product placement. The clips containing product placements not shown to the control group, were replaced with clips containing the same characters performing the same actions: for instance, if the experimental group was exposed to a clip showing a character consuming a beverage from one brand, the control group would see another clip with the same character consuming a beverage from another brand. Upon completion of watching the sequence of video clips, the subjects were asked to complete the second part of the survey on the computer. The subjects would first be asked which brands they remembered from the video as a measure of unaided of brand recall. Secondly, they were presented with the various brands placed and ask to describe the personality of the brands in a similar fashion as they were asked previously for the characters. Thirdly, they were asked to give their opinion about the various brands on a 5-point scale ranging from very positively to very negatively. Fourthly, they were asked to express their buying intention on a - point scale ranging from very much to not at all. The experiment was concluded by asking the subjects about their consumer behavior toward the product categories. 4.5.3 Research questions and hypotheses The aim of this research was to understand the differences in attitude, brand personality and purchase intention to brands between exposure to product placement and in the absence of product placement. The relation between attitude and exposure to product placement, the following null hypothesis was formulated: H0: There is no significant difference in attitude between exposure and non-exposure to product placement. In terms of brand personality, the research wished to describe if there are differences in perceived brand personality between exposure to product placement and in absence of product placement. Regarding the relation between purchase intention and product placement exposure, the following null hypothesis was formulated: H0: There is no significant difference in purchase intention between exposure and non-exposure to product placement. 4.6 Statistical methods used 4.6.1 Pearson Chi-square statistic The chi-square statistic is part of the method to analyze dependency within categorical data. These regard to counts of frequencies regarding various categories which are nominal in nature. Such data is shown in the r (rows) x c (columns) contingency table. The cell frequency, pertaining the number of observations, is nij, i = , …, r, j =
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The Effects of Product Placement on
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I would firstly and foremost like t
Page 8: Abstract VAN WICHELEN, Steven. The
Page 11 and 12: 4.3 Self-reported effects of produc
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
Page 19 and 20: 18 Literature Survey through brand
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Page 25 and 26: 24 Literature Survey 3.2.2 Product
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Page 33 and 34: 32 Literature Survey Tab. 1 Alignme
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Page 37 and 38: 36 Literature Survey Fig. 7 A model
Page 39 and 40: 38 Literature Survey (words, object
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Page 43 and 44: 42 Methods and materials 4 Methods
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Page 49 and 50: 48 Methods and materials 4.3 Self-r
Page 51 and 52: 50 Methods and materials As the aim
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Page 55 and 56: 54 Methods and materials and its ca
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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 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
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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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