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|
More information through EDIRC
References listed on IDEAS
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, 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.
- Janiszewski, Chris, 1993. " Preattentive Mere Exposure Effects," Journal of Consumer Research, University of Chicago Press, vol. 20(3), pages 376-92, December.
- 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.
- 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, 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.
When requesting a correction, please mention this item's handle: RePEc:dau:papers:123456789/4235. See general information about how to correct material in RePEc.
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.