کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
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1018553 | 940352 | 2008 | 8 صفحه PDF | دانلود رایگان |
Since traditional media have become saturated, the technique of product placement has been attracting growing interest. This research explores new insights concerning viewers' reactions during a second viewing of a movie. A sample of 3532 French viewers of DVDs has been used to link the way the movie was chosen, viewed and appreciated (or not) with a spontaneous brand placement recall, the day after the film was watched at home. Results make a contribution to strengthening professionals' interest in the technique, and to adding to academic knowledge of the topic. A first viewing of the movie at the cinema improves brand placement recall, as does watching the movie at home on a large home cinema screen. Such an improvement also occurs when a DVD movie is chosen either because of the movie director or when the viewer likes the movie.
Journal: Journal of Business Research - Volume 61, Issue 10, October 2008, Pages 1083–1090