At the Roots of Product Placement: The Mere Exposure Effect
Author(s) / Creator(s)
Ruggieri, Stefano
Boca, Stefano
Abstract / Description
The present study aims to analyze the effect of product placement on attitude change and takes into consideration psychological models of the mere exposure effect. A sample of high school students watched an excerpt from two widely-distributed movies in which several products were shown by using the technique known as product placement. The results indicate that students who saw the commercial brand liked the products more than those who didn’t see it. This effect, in line with the literature on the product placement effect, seems to be independent from the recognition of the brand in the movie excerpt. This study also shows that, in the high involvement condition, one exposure is enough to produce a positive attitude toward the brand.
Keyword(s)
mere exposure effect product placement attitude changePersistent Identifier
Date of first publication
2013-05-31
Journal title
Europe's Journal of Psychology
Volume
9
Issue
2
Page numbers
246–258
Publisher
PsychOpen GOLD
Publication status
publishedVersion
Review status
peerReviewed
Is version of
Citation
Ruggieri, S., & Boca, S. (2013). At the Roots of Product Placement: The Mere Exposure Effect. Europe's Journal of Psychology, 9(2), 246–258. https://doi.org/10.5964/ejop.v9i2.522
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ejop.v9i2.522.pdfAdobe PDF - 461.5KBMD5: c066bb883c52aa02c97985130b8ea4d9
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Author(s) / Creator(s)Ruggieri, Stefano
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Author(s) / Creator(s)Boca, Stefano
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PsychArchives acquisition timestamp2018-11-21T10:00:59Z
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Made available on2018-11-21T10:00:59Z
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Date of first publication2013-05-31
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Abstract / DescriptionThe present study aims to analyze the effect of product placement on attitude change and takes into consideration psychological models of the mere exposure effect. A sample of high school students watched an excerpt from two widely-distributed movies in which several products were shown by using the technique known as product placement. The results indicate that students who saw the commercial brand liked the products more than those who didn’t see it. This effect, in line with the literature on the product placement effect, seems to be independent from the recognition of the brand in the movie excerpt. This study also shows that, in the high involvement condition, one exposure is enough to produce a positive attitude toward the brand.en_US
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Publication statuspublishedVersion
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Review statuspeerReviewed
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CitationRuggieri, S., & Boca, S. (2013). At the Roots of Product Placement: The Mere Exposure Effect. Europe's Journal of Psychology, 9(2), 246–258. https://doi.org/10.5964/ejop.v9i2.522
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ISSN1841-0413
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Persistent Identifierhttps://hdl.handle.net/20.500.12034/1184
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Persistent Identifierhttps://doi.org/10.23668/psycharchives.1376
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Language of contenteng
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PublisherPsychOpen GOLD
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Is version ofhttps://doi.org/10.5964/ejop.v9i2.522
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Keyword(s)mere exposure effecten_US
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Keyword(s)product placementen_US
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Keyword(s)attitude changeen_US
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Dewey Decimal Classification number(s)150
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TitleAt the Roots of Product Placement: The Mere Exposure Effecten_US
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DRO typearticle
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Issue2
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Journal titleEurope's Journal of Psychology
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Page numbers246–258
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Volume9
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Visible tag(s)Version of Record