文章基本信息

标题：Effectiveness of Product Placement: An Experimental Study in Turkey
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作者：İ. Öykü Akyol GÜRSES ; Elif Yolbulan OKAN
期刊名称：Canadian Social Science
印刷版ISSN：1712-8056
电子版ISSN：1923-6697
出版年度：2014
卷号：10
期号：1
页码：56-63
DOI：10.3968/j.css.1923669720141001.4202
出版社：Canadian Academy of Oriental and Occidental Culture
摘要：This experimental research conducted in Turkey aims to investigate the effects of product placement on consumer choice and memory by combining explicit and implicit measures. Results of the present study support the overall impact of placements on memory and choice. According to the results prominent product placements were recalled and recognized more than subtle product placements, whereas centrality had no reliable effect on brand choice. Effect of modality also differed for memory and choice results where audiovisual placements were the most recalled and recognized.
关键词：Product placement;Consumer memory;Brand placement;Implicit memory;Explicit memory