Influence of placement on explicit and implicit memory of college students

 Leslier Valenzuela-Fernández, Santiago de Chile (Chile)

 Carolina Martínez-Troncoso, Santiago de Chile (Chile)

 Felipe Yáñez-Wieland, Santiago de Chile (Chile)

https://doi.org/10.3916/C44-2015-18

Keywords

Placement, media influence, movies, higher education, unaided recall, awareness, experiment, brand

Abstract

The use of product placement as a marketing communication tool is based on the inclusion of products or brands in the scene where the action is. The use of this tool has benefits for both the producer of the movie, as well as for brands and / or products. There is currently no consensus in the academic world on how to measure the effectiveness of this communication tool. There is scarce scientific evidence in Latin America, and in Chile this format has been used in television programs, and only recently in movies. The objective of this research is to study the influence of placement in movies on explicit memory (unaided recall and brand awareness) and implicit memory (purchase intention) through the implementation of an experiment performed on a sample of 205 Chilean college students, according to the different types of placement in movies: brands as part of the background, used by a main character, and connected with the plot. The results indicate that the higher the degree of integration of the brand with the plot of the film, the higher the probability of stimulating the explicit memory of participants and thereby unaided recall and brand awareness, providing empirical evidence regarding the learning of consumer behavior through placement as a communication tool.

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Technical information

Received: 20-03-2014

Revised: 11-05-2014

Accepted: 21-06-2014

OnlineFirst: 15-11-2014

Publication date: 01-01-2015

Article revision time: 52 days | Average time revision issue 44: 37 days

Article acceptance time: 93 days | Average time of acceptance issue 44: 69 days

Preprint editing time: 242 days | Average editing time preprint issue 44: 197 days

Article editing time: 287 days | Average editing time issue 44: 242 days

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