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I see what you don’t see. The Role of Individual Differences in Field Dependence-Independence as a Predictor of Product Placement Recall and Brand Liking


Matthes, J; Wirth, W; Schemer, C; Kissling, A (2011). I see what you don’t see. The Role of Individual Differences in Field Dependence-Independence as a Predictor of Product Placement Recall and Brand Liking. Journal of Advertising, 40(4):85-99.

Abstract

Individual differences in field dependence-independence are an integral factor for the perception of product placements. This is because field-independent individuals are better able to separate a stimulus from its embedding context; thus, they can more easily recognize a placement in a complex audiovisual field. In two experiments working with authentic audiovisual stimuli, we varied the appearance of placements and measured the field dependence of our participants. The results of Study 1 demonstrate that field-independent individuals show a higher placement recall than field-dependent individuals. Besides replicating the findings of Study 1, Study 2 shows that field-dependent individuals like the embedded brand more than field-independent individuals. The results speak to the importance of individual difference variables for product placement research.

Abstract

Individual differences in field dependence-independence are an integral factor for the perception of product placements. This is because field-independent individuals are better able to separate a stimulus from its embedding context; thus, they can more easily recognize a placement in a complex audiovisual field. In two experiments working with authentic audiovisual stimuli, we varied the appearance of placements and measured the field dependence of our participants. The results of Study 1 demonstrate that field-independent individuals show a higher placement recall than field-dependent individuals. Besides replicating the findings of Study 1, Study 2 shows that field-dependent individuals like the embedded brand more than field-independent individuals. The results speak to the importance of individual difference variables for product placement research.

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17 citations in Scopus®
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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Mass Communication and Media Research
Dewey Decimal Classification:700 Arts
Language:English
Date:2011
Deposited On:03 Dec 2014 14:56
Last Modified:08 Dec 2017 08:33
Publisher:Taylor & Francis Inc.
ISSN:0091-3367
Publisher DOI:https://doi.org/10.2307/23208837

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