Through the looking glass : the influence of consumption and affect on product placement in movies

@inproceedings{Hummelen2011ThroughTL,
  title={Through the looking glass : the influence of consumption and affect on product placement in movies},
  author={Jakob Hummelen},
  year={2011}
}
Product placement is a promotional device that is now being used by a lot of companies. In this research the different types of product placement and affect are investigated and differences in effectiveness are hypothesized. Effectiveness is expected to significantly discriminate for the type of product placement that was used in a movie that was presented to participants; active product placement was expected to be the most effective means of placement. An interaction effect for affect and… CONTINUE READING