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Results 93 The results regarding the meaning transfer of personality traits from characters to the brand personality of the brands varied across the product categories. Each brand will be discussed separately. The experiment group seemed to align its perception of the personality of the Activia with that of the character on 8 out of 10 personality traits, see figure 33. By order of importance, the personality traits honest, genuine and imaginative were rated as the most descriptive for the character. However, among these, the brand seems to only align itself on one of the three traits (imaginative). Therefore, despite an overall strong alignment of traits, the product placement seems to fail to do so on its most descriptive traits. Failing to improve its score on honesty as a personality trait seems particularly relevant for the brand in the light of past lawsuits regarding allegedly false advertising of Danone for its yoghurts (Mcmullen, 2010). This is particular as the product placement took special care of communicating the products main health benefit. As the experiment group and the control group rated Activia nearly in the same way on the honest personality trait, it seems not possible assume the way the message was encoded (humor) might have negatively affected the rating. Activia (control group) Sheldon (experiment group) Activia (experiment group) Honest 9.00 Charming Strong 8.00 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Daring Reliable Responsible Glamorous Imaginative Tough Fig. 33 Transfer of personality traits (Activia) Source: experiment 2, 2015, n = 55 Genuine The experiment group seemed to align its perception of the personality of Coca Cola with that of the character on 4 out of 10 personality traits, see figure 34. On 5 out of
94 Results 10 personality traits, the experiment group gave scores which are less aligned with the character than the scores of the control group. The personality traits daring and tough were tied for being the most descriptive personality trait of the character, followed by strong. Both on the traits daring and tough, the experiment group gave scores which are less aligned with the character than the scores of the control group. It seems therefore that the product placement creates confusion among consumers about Coca Colas brand personality. )t is noteworthy that the particular scene does not show the character in a tough nor daring position. Some practitioners claim however that there was no intention to align brand and character attributes for this product placement case (Baskin, 2013). Coca Cola (control group) Walter (experiment group) Coca Cola (experiment group) Honest 9.00 Charming Strong 8.00 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 Daring Reliable Responsible Glamorous Imaginative Tough Genuine Fig. 34 Transfer of personality traits (Coca Cola) Source: experiment 2, 2015, n = 55 The experiment group seems to align its perception of the personality of Apple with that of the character on 6 out of 10 personality traits, see figure 35. On 2 out of 10 personality traits, the experiment group gave scores which are less aligned with the character than the scores of the control group. By order of importance, the personality traits daring, glamorous and charming were rated as the most descriptive for the character. Both the personality traits daring and glamorous become more descriptive for the brand among the experiment group. The personality trait charming
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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
Page 43 and 44: 42 Methods and materials 4 Methods
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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 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 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 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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