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Brand placement effectiveness: an experimental study on the direct evaluative conditioning effects

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Abstract
This paper investigates brand placement effectiveness and investigates under which condition brand prominence might not induce negative brand attitudes by relying on direct evaluative conditioning theory (DEC). An experimental study with a 2 (Valence: negative versus positive context) by 3 (Placement prominence: subtle versus prominent versus very prominent) design shows that prominence moderates the effect of the context valence on brand attitude. In the positive context, brand prominence has no significant impact on brand attitude. In the negative context, very prominent brand placements lead to more negative brand attitudes. Repeatedly and simultaneously linking different contexts (DEC) might explain these results.
Keywords
Brand Placement, Evaluative Conditioning, Direct transfer, Implicit Misattribution, Persuasion Knowledge, Prominence

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MLA
D’Hooge, Serena, et al. “Brand Placement Effectiveness: An Experimental Study on the Direct Evaluative Conditioning Effects.” 13th International Conferences on Research in Advertising, Proceedings, 2014.
APA
D’Hooge, S., Cauberghe, V., & Hudders, L. (2014). Brand placement effectiveness: an experimental study on the direct evaluative conditioning effects. 13th International Conferences on Research in Advertising, Proceedings. Presented at the 13th International Conferences on Research in Advertising (ICORIA 2014), Amsterdam, The Netherlands.
Chicago author-date
D’Hooge, Serena, Veroline Cauberghe, and Liselot Hudders. 2014. “Brand Placement Effectiveness: An Experimental Study on the Direct Evaluative Conditioning Effects.” In 13th International Conferences on Research in Advertising, Proceedings.
Chicago author-date (all authors)
D’Hooge, Serena, Veroline Cauberghe, and Liselot Hudders. 2014. “Brand Placement Effectiveness: An Experimental Study on the Direct Evaluative Conditioning Effects.” In 13th International Conferences on Research in Advertising, Proceedings.
Vancouver
1.
D’Hooge S, Cauberghe V, Hudders L. Brand placement effectiveness: an experimental study on the direct evaluative conditioning effects. In: 13th International Conferences on Research in Advertising, Proceedings. 2014.
IEEE
[1]
S. D’Hooge, V. Cauberghe, and L. Hudders, “Brand placement effectiveness: an experimental study on the direct evaluative conditioning effects,” in 13th International Conferences on Research in Advertising, Proceedings, Amsterdam, The Netherlands, 2014.
@inproceedings{4380201,
  abstract     = {{This paper investigates brand placement effectiveness and investigates under which condition brand prominence might not induce negative brand attitudes by relying on direct evaluative conditioning theory (DEC). An experimental study with a 2 (Valence: negative versus positive context) by 3 (Placement prominence: subtle versus prominent versus very prominent) design shows that prominence moderates the effect of the context valence on brand attitude. In the positive context, brand prominence has no significant impact on brand attitude. In the negative context, very prominent brand placements lead to more negative brand attitudes. Repeatedly and simultaneously linking different contexts (DEC) might explain these results.}},
  author       = {{D'Hooge, Serena and Cauberghe, Veroline and Hudders, Liselot}},
  booktitle    = {{13th International Conferences on Research in Advertising, Proceedings}},
  keywords     = {{Brand Placement,Evaluative Conditioning,Direct transfer,Implicit Misattribution,Persuasion Knowledge,Prominence}},
  language     = {{eng}},
  location     = {{Amsterdam, The Netherlands}},
  pages        = {{10}},
  title        = {{Brand placement effectiveness: an experimental study on the direct evaluative conditioning effects}},
  year         = {{2014}},
}