Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation
| Autor: | Mira Mayrhofer, Jörg Matthes, Brigitte Naderer, Franziska Marquart |
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| Přispěvatelé: | Political Communication & Journalism (ASCoR, FMG) |
| Rok vydání: | 2016 |
| Předmět: |
Marketing
Communication 05 social sciences 050801 communication & media studies Advertising Context (language use) Moderation Outcome (game theory) Product choice 0508 media and communications 0502 economics and business Mediation 050211 marketing Product placement Product (category theory) Parental mediation Psychology Social psychology |
| Zdroj: | International Journal of Advertising, 37(2), 236-255. Routledge |
| ISSN: | 1759-3948 0265-0487 |
| Popis: | The role of placement characteristics such as brand integration and placement frequency for brand outcomes on children has largely been ignored in extant research. We also lack insights about parental mediation as a potential moderator in this context. The present paper describes an experimental study in which children were exposed to different versions of a cartoon movie which included a moderately or frequently placed chips brand. The brand was either presented as a screen- or as a plot-placement. Children's attitudinal and behavioral outcomes were matched with surveys completed by their parents who answered questions about their mediation strategies. Compared to screen-placements, moderately and frequently presented plot-placements lead to an increase in children's product choice. Parents’ advertising mediation strategies were not able to prevent this behavioral outcome. Our findings offer insights into children's susceptibility to product placement effects relevant to parents, educators, and policy regulators. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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