Detecting the persuasive intent of product placements in photographic love stories. Consequences for brand recall and brand evaluation.

Autor/inn/en	Naderer, Brigitte; Karsay, Kathrin
Titel	Detecting the persuasive intent of product placements in photographic love stories. Consequences for brand recall and brand evaluation.
Quelle	Aus: Kühne, Rinaldo (Hrsg.); Baumgartner, Susanne E. (Hrsg.); Koch, Thomas (Hrsg.); Hofer, Matthias (Hrsg.): Youth and media. Current perspectives on media use and effects. Baden-Baden: Nomos (2018) S. 115-132 PDF als Volltext Link als defekt meldenVerfügbarkeit
Reihe	Reihe Rezeptionsforschung. 38
Sprache	englisch
Dokumenttyp	online; gedruckt; Sammelwerksbeitrag
ISBN	978-3-8487-3732-1
DOI	10.5771/9783845280455
Schlagwörter	Medienwirkung; Kind; Werbung; Jugendlicher
Abstract	In the present study, we investigate the effect of product placement fre-quency on the activation of persuasion knowledge among children and adolescents. Furthermore, we examine the relationships between activation of persuasion knowledge and brand recall and brand evaluation. In an experimental study, we exposed participants between the ages of 10 and 19 to a photographic love story that contained either a high frequency of brand placements, a moderate frequency of brand placements, or no brand placements. Results indicate that a high frequency of product placements increases activation of persuasion knowledge. Activated persuasion knowledge, in turn, leads to higher levels of brand recall. However, persuasion knowledge does not negatively influence children and adolescents' evaluations of the inserted brand. (DIPF/Orig.).
Erfasst von	DIPF \| Leibniz-Institut für Bildungsforschung und Bildungsinformation, Frankfurt am Main
Update	2019/1