I'll Have What She's Having: Gauging the Impact of Product Placements on Viewers

By S. Law, Kathryn A. Braun. 2000

351 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/621b65be30b41c4e7f46a5a147321a280bbec80f

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. Christian Schemer
2. Laurie A. Babin
3. David Roskos-Ewoldsen
4. Anindya Ghose
5. Werner Wirth
6. Peter C. Neijens
7. Moonhee Yang
8. Lucian F. Dinu

In Literature and Literary Theory

1. E. V. van Reijmersdal
2. Peter C. Neijens
3. Edith G. Smit
4. Jörg Matthes
5. Lucian F. Dinu
6. Laura M. Arpan
7. Moonhee Yang
8. David Roskos-Ewoldsen

In Marketing

1. E. V. van Reijmersdal
2. Peter C. Neijens
3. Jörg Matthes
4. Edith G. Smit
5. Anindya Ghose
6. Sha Yang
7. Lucian F. Dinu
8. Laura M. Arpan

Citations in the corpus

• The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior (2007, methodology): “For example, studies found that placements that are more visually prominent result in greater memory for the brand than do less prominent placements (Brennen et al., 1999; d’Astous & Chartier, 2000; Gupta & Lord, 1998; Law & Braun, 2000).”
• Does “Passing the Courvoisier” always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos (2008, background): “Recently, both academic and marketing researchers have shown growing interest in the mechanisms of how placements influence recall, attitudes, and preferences (Law & Braun, 2000; Karrh, McKee, & Pardun, 2003; Roehm, Roehm, & Boone, 2004).”
• Introducing the PCMC Model: An Investigative Framework for Young People's Processing of Commercialized Media Content (2010, neutral): “…that subtle brand placements do not affect explicit recall of the brand, yet do affect implicit measures, such as implicit brand recognition, attitude, and choice (Auty & Lewis, 2004; Law & Braun, 2000; McCarty, 2004; Van Reijmersdal et al., 2007; Yang, Roskos-Ewoldsen, Dinu, & Arpan, 2006).”
• Brand Placement Recognition (2004, methodology): “In contrast, although two recent studies of brands placed on a television program found a significant effect for brand placement on brand choice (Law and Braun, 2000) and brand attitude (Russell, 2002), most research on cinematic placements has failed to demonstrate a significant placement effect…”
• How media factors affect audience responses to brand placement (2010, background): “A small number of studies on brand placements have focused on effects on consumer behaviour – for example, in product choice tests (Gould et al. 2000; Law & Braun 2000; Morton & Friedman 2002; Auty & Lewis 2004; Yang & Roskos-Ewoldsen 2007).”
• Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence? (2010, background): “Now, if the correlation between 1 and any of 72 ,..., is not equal to zero, then 2Rank will be endogenous and estimating these equations separately will lead to inconsistent estimates.”
• Exploring children's choice: the reminder effect of product placement (2004, methodology): “Law and Braun (2000) used first implicit measures and then explicit recall measures in their investigation of the modality of product placement in Seinfeld.”
• The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names (2006, methodology): “In addition, several studies have demonstrated that brand placements in movies or television shows influence implicit choice tasks as well (Auty and Lewis 2004; Law and Braun 2000; Yang 2004).”