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Results 73 Audiovisual types of product placement indicate similar reasons for positive judgements related to the product placement (character, scene or movie associations). Character association does not by definition need to have a positive effect as one subject explicitly indicated not to like Jim Carrey as a typecast actor, a judgement which potentially spilled over onto a negative attitude towards the brand. It is also noteworthy that repeating the brand too often might have a negative effect on the judgement as it might create an unnatural feeling among the subjects. Table 22 summarizes these findings, indicating the amount of respondents in absolute numbers who gave an answer of a certain type. Tab. 22 Interview output attitude visual product placement Product category beer (Heineken) Positive Negative I associate it to the movie. (2) Constant repetition of the brand. (1) I associate it with the character. (1) I associate it to the fame of the brand. (1) I want to try out the product. (1) Product category consumer electronics (Apple) Positive Negative I associate it to the series. (1) No subjects Product category energy drinks (Red Bull) Positive Negative I associate it to the movie. (1) I associate it with the character. (1) I associate it with the scene. (1) I associate it with the product benefit. (1) Source: experiment 1, 2015, n = 80 5.2.3 Product preference Constant repetition of the brand. (1) The movie shows a negative product feature. (1) I do not like the product. (1) To evaluate differences in product preference among subjects either subjected to visual or audiovisual types of product placement, the results only took into account subjects who indicated they recalled the brand. For the product categories beer and consumer electronics, product preference was higher for subjects subjected to visual types of product placement. For the product category energy drinks, only a
74 Results slightly higher preference was elicited by visual types of product placement. However, the product category energy drinks evoked the highest overall preference, across product placement types. Figure 19 summarizes preference across product categories for both visual and audiovisual types of product placement in absolute numbers. 20 15 10 5 0 16 15 11 4 4 1 Heineken Apple Red Bull VIS AV Fig. 19 Product placement prominence: preference (audiovisual) Source: experiment 1, 2015, n = 80 The following null hypothesis was stated regarding the relation between product placement type and product preference: H0: Product placement type and product preference are independent from each other. A Chi-square test using two nominal variables was applied to test this dependency. Table 23 summarizes the crosstabulation with the counts and expected counts of product placement type and preference.
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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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Page 25 and 26: 24 Literature Survey 3.2.2 Product
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Page 29 and 30: 28 Literature Survey Apéria and Ge
Page 31 and 32: 30 Literature Survey and the charac
Page 33 and 34: 32 Literature Survey Tab. 1 Alignme
Page 35 and 36: 34 Literature Survey and experience
Page 37 and 38: 36 Literature Survey Fig. 7 A model
Page 39 and 40: 38 Literature Survey (words, object
Page 41 and 42: 40 Literature Survey affective comp
Page 43 and 44: 42 Methods and materials 4 Methods
Page 45 and 46: 44 Methods and materials can stand
Page 47 and 48: 46 Methods and materials moderator,
Page 49 and 50: 48 Methods and materials 4.3 Self-r
Page 51 and 52: 50 Methods and materials As the aim
Page 53 and 54: 52 Methods and materials Before exp
Page 55 and 56: 54 Methods and materials and its ca
Page 57 and 58: 56 Methods and materials fer across
Page 59: 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 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 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.
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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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