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Tiptoe or tackle? The role of product placement prominence and program involvement for the mere exposure effect


Matthes, J; Wirth, W; Schemer, C; Pachoud, N (2012). Tiptoe or tackle? The role of product placement prominence and program involvement for the mere exposure effect. Journal of Current Issues & Research in Advertising, 33(2):129-145.

Abstract

Based on the mere exposure effect (Zajonc 1968), the mere unreinforced presentation of product placements can increase brand liking. In an experiment, we manipulated visual placement prominence and placement frequency for an externally and internally valid stimulus. As results indicate, a mere exposure effect can only be observed for frequently presented subtle placements that are embedded in a program that is watched with moderate or high involvement. No such effects could be observed for prominent placements. The results are discussed in their importance for placement effects research and marketing practice.

Abstract

Based on the mere exposure effect (Zajonc 1968), the mere unreinforced presentation of product placements can increase brand liking. In an experiment, we manipulated visual placement prominence and placement frequency for an externally and internally valid stimulus. As results indicate, a mere exposure effect can only be observed for frequently presented subtle placements that are embedded in a program that is watched with moderate or high involvement. No such effects could be observed for prominent placements. The results are discussed in their importance for placement effects research and marketing practice.

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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:2012
Deposited On:07 Dec 2012 10:29
Last Modified:05 Apr 2016 16:06
Publisher:Taylor & Francis
ISSN:1064-1734
Publisher DOI:https://doi.org/10.1080/10641734.2012.700625

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