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Le placement de marques dans les films : apports du cadre théorique de la mémoire implicite et proposition d'une méthodologie

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  • Fontaine, Isabelle
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    Abstract

    The aim of this communication is to present a theoretical framework, based on the implicit memory theory, to explain the persuasive effects of brand placements. In order to test this framework, an experimental methodoly is then proposed, that allows control of the external factors and offers realism to the spectators.

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    File URL: http://basepub.dauphine.fr/xmlui/bitstream/123456789/4235/1/CR287.pdf
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    Bibliographic Info

    Paper provided by Paris Dauphine University in its series Economics Papers from University Paris Dauphine with number 123456789/4235.

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    Date of creation: 2001
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    Publication status: Published in Cahiers DMSP, 2001
    Handle: RePEc:dau:papers:123456789/4235

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    Web page: http://www.dauphine.fr/en/welcome.html
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    Related research

    Keywords: Marketing communication; Implicit Memory; Product Placement; Persuasion; Communication marketing; Mémoire implicite; Mémorisation; Placement de produits;

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    1. Jehoshua Eliashberg & Mohanbir S. Sawhney, 1994. "Modeling Goes to Hollywood: Predicting Individual Differences in Movie Enjoyment," Management Science, INFORMS, vol. 40(9), pages 1151-1173, September.
    2. Janiszewski, Chris, 1993. " Preattentive Mere Exposure Effects," Journal of Consumer Research, University of Chicago Press, vol. 20(3), pages 376-92, December.
    3. Shapiro, Stewart, 1999. " When an Ad's Influence Is Beyond Our Conscious Control: Perceptual and Conceptual Fluency Effects Caused by Incidental Ad Exposure," Journal of Consumer Research, University of Chicago Press, vol. 26(1), pages 16-36, June.
    4. Janiszewski, Chris, 1988. " Preconscious Processing Effects: The Independence of Attitude Formation and Conscious Thought," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 199-209, September.
    5. Shapiro, Stewart & MacInnis, Deborah J & Heckler, Susan E, 1997. " The Effects of Incidental Ad Exposure on the Formation of Consideration Sets," Journal of Consumer Research, University of Chicago Press, vol. 24(1), pages 94-104, June.
    6. Janiszewski, Chris, 1990. " The Influence of Print Advertisement Organization on Affect toward a Brand Name," Journal of Consumer Research, University of Chicago Press, vol. 17(1), pages 53-65, June.
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