Influência do placement sobre a memória explícita e implícita de estudantes universitários

 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

Palavras chave

Mensagem subliminar, influência midiática, filmes, ensino superior, memória espontânea, reconhecimento, experimento, marca

Resumo

O uso do product placement como uma ferramenta de comunicação em marketing baseia-se na inclusão de produtos ou marcas no cenário onde se desenvolve a ação. A utilização desta ferramenta apresenta benefícios tanto para o produtor do longa-metragem, como também para as marcas e/ou produtos. Atualmente, não existe no mundo acadêmico um consenso a respeito de como medir a efetividade desta ferramenta de comunicação. Na América Latina existe uma escassa evidência científica, e, no Chile, este formato tem sido utilizado em espaços televisivos, e recentemente está se inserindo no cinema. O objetivo desta pesquisa é estudar a influência do placement nos filmes sobre a memória explícita (lembranças espontâneas e reconhecimento de marca) e memória implícita (intenção de compra) por meio da aplicação de um experimento a uma amostra de 205 estudantes universitários chilenos, segundo os distintos tipos de placement nos filmes: marcas como pano de fundo, usadas por um personagem principal, e conectadas com a história. Os resultados indicam que, quanto maior for o grau de integração da marca com a trama do filme, maior será a probabilidade de estimular a memória explícita dos estudantes e, com isto, a lembrança e o reconhecimento de uma marca, fornecendo evidência empírica com relação à aprendizagem de condutas de consumo por meio do placement como ferramenta de comunicação.

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Recebido: 20-03-2014

Revisado: 11-05-2014

Aceite: 21-06-2014

OnlineFirst: 15-11-2014

Data de publicação: 01-01-2015

Tempo de revisão do artigo: 52 dias | Tempo médio de revisão do número 44: 37 dias

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