Le placement de marques dans les films : apports du cadre théorique de la mémoire implicite et proposition d'une méthodologie
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.
|Date of creation:||2001|
|Date of revision:|
|Publication status:||Published in Cahiers DMSP, 2001|
|Contact details of provider:|| Web page: http://www.dauphine.fr/en/welcome.html|
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- 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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