Le placement de marques dans les films : apports du cadre théorique de la mémoire implicite et proposition d'une méthodologie
AbstractThe 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.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by Paris Dauphine University in its series Economics Papers from University Paris Dauphine with number 123456789/4235.
Date of creation: 2001
Date of revision:
Publication status: Published in Cahiers DMSP, 2001
Marketing communication; Implicit Memory; Product Placement; Persuasion; Communication marketing; Mémoire implicite; Mémorisation; Placement de produits;
Find related papers by JEL classification:
- L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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.
- Janiszewski, Chris, 1993. " Preattentive Mere Exposure Effects," Journal of Consumer Research, University of Chicago Press, vol. 20(3), pages 376-92, December.
- 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.
- 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.
- 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.
- 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.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alexandre Faure).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.