Children's consumption behavior in response to food product placements in movies

Almost all research on the effects of product placements on children has focused on brand attitudes or behavioral intentions. Drawing on the important difference between attitudes or behavioral intentions on the one hand and actual behavior on the other, this paper tests the effects of brand placements on children's food consumption. Children from 6 to 14 years old were exposed to an excerpt of the popular movie Alvin and the Chipmunks, including placements for the product Cheese Balls. Three versions were created: one without placements, one with moderate placement frequency, and one with high placement frequency. Results showed that exposure to high‐frequency product placements exerted a significant effect on snack consumption, but no effect on brand or product attitudes. These effects were independent of children's ages. The findings are of great importance to consumer behavior scholars, nutrition experts, and policy regulators. Copyright © 2015 John Wiley & Sons, Ltd.     

Direct evaluative conditioning in brand placement: The impact of scene valence and prominence on brand placement repetition effects

Whereas previous studies investigated the affect transfer from one specific affective stimulus of the brand placement context (such as an artist or the genre) to the brand, this research study investigates the effect of the valence of various scenes in which the brand is repeatedly placed on brand attitude. Direct evaluative conditioning theory suggests that pairing a brand repeatedly with various positive (negative) stimuli positively (negatively) affects brand attitude. The results of 2 experimental studies indicate that when a brand is repeatedly and prominently placed in different affective scenes of the same valence (a series of either positive or negative scenes), the affect aroused by those scenes influences explicit and implicit brand attitudes. In addition, whereas previous research found negative effects of brand prominence on brand evaluations, this study found that prominence positively moderates the affect transfer from the valence of various scenes on brand attitude. This implies that by placing the brand in various positive scenes, prominent brand placements can have a positive effect on recall and recognition and on brand attitude, which transcends the previously declared paradox of prominent placement.     

Positive or Negative Effects of Technology Enhancement for Brand Placements? Memory of Brand Placements in 2D, 3D,and 4D Movies

Brand placements in movies are common throughout the world. Within the last few years, 3D movie technology has experienced substantial growth in both cinemas and home entertainment. Furthermore, advanced cinemas also offer 4D experiences by adding scent, airflow or tactile stimuli to the 3D film. Based on the limited capacity model of information processing and the levels of processing effect theory, we conduct two studies to investigate how delivery modes of a 2D movie clip, compared to a 3D and a 4D (3D + scent) movie clip, influence recall and recognition of brands that are placed in either prominent or subtle ways. With regard to subtle placements, results from both studies demonstrate that the memory of subtle brand placements is negatively affected by the enhancement offered by 3D or 4D, as compared to 2D movies. With regard to prominent placements, results indicate that the memory of a highly prominent brand placement benefits from 3D, but not from 4D technology. This article addresses implications for research as well as for marketers and movie makers, while also outlining directions for further research.     

Predictive Validity of the Implicit Association Test in Studies of Brands,Consumer Attitudes,and Behavior

Three studies investigated implicit brand attitudes and their relation to explicit attitudes, product usage, and product differentiation. Implicit attitudes were measured using the Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998). Study 1 showed expected differences in implicit attitudes between users of two leading yogurt brands, also revealing significant correlations between IAT‐measured implicit attitudes and explicit attitudes. In Study 2, users of two fast food restaurants (McDonald's and Milk Bar) showed implicit attitudi‐nal preference for their favorite restaurant. In Study 3, implicit attitudes of users of two soft drinks (Coca‐Cola and Pepsi) predicted brand preference, product usage, and brand recognition in a blind taste test. A meta‐analytic combination of the three studies showed that the use of IAT measures increased the prediction of behavior relative to explicit attitude measures alone.     

Brand placements Bollywood style

• The globalization of media allows brand placements subtle ways to reach local and international consumers. This study examines Indians' responses to brand placements in a Bollywood film. Psychological processing of embedded brands was assessed by gauging the effects of film involvement and brand consciousness on recall. Film involvement showed an adverse effect on brand recall, while brand consciousness had a positive effect. Brand consciousness was also positively related to the notion that brand placements enhanced film realism, but was not related to attitudes toward product placement in general.

Copyright © 2006 John Wiley & Sons, Ltd.     

Music as an Unconditioned Stimulus: Positive and Negative Effects of Country Music on Implicit Attitudes,Explicit Attitudes,and Brand Choice1

An experiment (N = 68) explored how background music in a realistic web advertisement could condition implicit and explicit attitudes toward a novel brand. Conditioning effects were apparent in both traditional explicit attitude measures and also in the Implicit Association Test (IAT). Further, brand choice was predicted by explicit attitudes, but prediction improved significantly when implicit attitudes were considered. Mood‐congruent judgment, demand effects, and conditioning are considered as potential explanations for our results, and we argue that conditioning provides the most parsimonious explanation. Finally, the results are discussed within the context of the associative‐propositional evaluation model ( Gawronski & Bodenhausen, 2006 ). This model provides a framework for the integration of the implicit attitude construct into the study of consumer behavior.     

Audience,Implicit Racial Bias,and Cinematic Twists in Zootopia

This article argues that Zootopia, while positively exploring implicit racial bias, nonetheless leaves aside a huge swath of nonwhite viewers. By using the vehicle of fear that prey animals have for predators as a metaphor for race, its story primarily caters to white audiences and encourages them to consider what sorts of implications biased presumptions and predispositions might have on one's fellow creatures. Through the use of different epistemological and thematic twists, this movie drives home its point of showing the negative impacts that implicit racial biases may have, even as it sidelines many of its potential viewers.     

The emotional and cognitive effect of immersion in film viewing

This brief report presents an experiment testing the effect of immersion on emotional responses and cognitive genre categorisation of film viewers. Immersion of a film presentation was varied by presenting an animated movie either in a 3D-viewing condition (low immersive condition) or in a CAVE condition (high immersive condition, comparable to virtual reality experience). Viewers rated their emotions and categorised the movies into four basic film genres (action, drama, comedy, and non-fiction). Two distinct types of emotion were measured: Fictional World emotions (e.g., sadness) in response to the presented fictional events and Artefact emotions in response to the film as an artefact (e.g., fascination). Results showed that stronger immersion led to more intense emotions but did not influence genre categorisation. In line with expectations, both types of emotional response were intensified by high immersion. The results are explained by suggesting that highly immersive cinema has its impact on a basic dimension of emotion, namely arousal that underlies both types of emotions.     

Actually in the Cinema: A Field Study Comparing Real 3D and 2D Movie Patrons' Attention,Emotion, and Film Satisfaction

While 3D movies and fantasy film genre rise in popularity, the empirical exploration of viewers' cognitive and emotional engagement with film is currently limited and entirely derived from laboratory-based studies of small samples. This study investigated the effect of stereoscopic realism (3D effect) on viewers' attention, emotion, and satisfaction by collecting data from 225 cinema patrons who were leaving the movie theatre having just viewed Thor. The viewers from the 3D condition rated their experience as more perceptually realistic and reported being less distracted during the film than their 2D counterparts. Yet no significant group differences were observed in self-reported emotional arousal or satisfaction with the whole experience. Further analysis revealed that perceptual realism was a better predictor of viewer satisfaction than emotional arousal. We consider the idea that these findings may be a function of the fantasy genre and call for researchers to extend this line of study.     

The Effect of Ad Skepticism and Celebrity Preference on Brand Attitude Change in Celebrity-Endorsed Advertising

The use of a celebrity endorser who is well recognized and favorably evaluated by the target viewers is a common strategy used by advertisers to increase the persuasiveness of an advertisement. Yet, at the same time, being skeptical of the claim being made by the celebrity endorser is the typical response of the viewers to such persuasion attempts. The present research examines how these effects potentially counterbalance each other as viewers evaluate the advertised brand in a low-involvement setting. The results show that the degree of ad skepticism and the relative allocation of attentional resources to celebrity and brand elements in advertisements determine how preference for a celebrity endorser is transferred to the advertised brand. The findings provide a more complete understanding of the psychological mechanisms by which celebrity preference influences brand attitude change than has previously been available. They indicate that ad skepticism may be the missing link in understanding the effectiveness of celebrity-endorsed advertising.     

广告干预对消费者品牌态度和信任的影响

为了探讨广告干预对危机品牌的消费者品牌态度和信任的影响,采用实验组与控制组对照的前测后测设计,其中实验组采用2×2因素型被试间实验设计。结果表明:广告干预对被试的内隐品牌态度发生了一定程度的影响,对被试的外显品牌态度和品牌信任则发生了很大程度的影响;高渗透广告相较于低渗透广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;理性诉求广告相较于感性诉求广告能驱使消费者对危机品牌产生更为正向的外显品牌态度;广告的渗透程度和诉求方式对内隐品牌态度的影响存在交互作用;品牌信任受双重态度驱动。     

The Relationship of Television Viewing with Attitude Strength and Extremity: Implications for the Cultivation Effect

The relationship of television viewing level with attitude strength and attitude extremity was investigated. Attitude accessibility was used as an indicator of attitude strength and was operationalized as the response latencies associated with the attitude judgments. Fifty-one students who were either very heavy soap opera viewers (> 4 hrs. per week) or very light soap opera viewers (< 1 hr. per week) provided attitude judgments pertaining to marital problems, owning expensive products, and distrust of people. Regression analyses indicated that heavy viewers showed significantly more distrust and a greater likelihood that they would experience marital problems than did light viewers, consistent with a cultivation effect (Gerbner & Gross, 1976). Over and above the effects of attitude extremity, heavy viewers also exhibited stronger attitudes than light viewers, as evidenced by significantly shorter latencies for all three attitude measures. Both the effects of attitude strength and extremity held in the presence of multiple statistical controls. These results suggest that television may serve to bolster and reinforce attitudes consistent with the television message.     

Is the Implicit Association Test a Valid and Valuable Measure of Implicit Consumer Social Cognition?

This article discusses the need for more satisfactory implicit measures in consumer psychology and assesses the theoretical foundations, validity, and value of the Implicit Association Test (IAT) as a measure of implicit consumer social cognition. Study 1 demonstrates the IAT's sensitivity to explicit individual differences in brand attitudes, ownership, and usage frequency, and shows their correlations with lAT‐based measures of implicit brand attitudes and brand relationship strength. In Study 2, the contrast between explicit and implicit measures of attitude toward the ad for sportswear advertisements portraying African American (Black) and European American (White) athlete–spokespersons revealed different patterns of responses to explicit and implicit measures in Black and White respondents. These were explained in terms of self‐presentation biases and system justification theory. Overall, the results demonstrate that the IAT enhances our understanding of consumer responses, particularly when consumers are either unable or unwilling to identify the sources of influence on their behaviors or opinions.     

Categorizing moving objects into film genres: The effect of animacy attribution,emotional response,and the deviation from non-fiction

The reported study follows the footsteps of Heider, and Simmel (1944) [Heider, F., & Simmel, M. (1944). An experimental study of apparent behavior. American Journal of Psychology, 57, 243–249] and Michotte (1946/1963) [Michotte, A. (1963). The perception of causality (T.R. Miles & E. Miles, Trans.). London: Methuen (Original work published 1946)] who demonstrated the role of object movement in attributions of life-likeness to figures. It goes one step further in studying the categorization of film scenes as to genre as a function of object movements.In an animated film scene portraying a chase, movements of the chasing object were systematically varied as to parameters: velocity, efficiency, fluency, detail, and deformation.The object movements were categorized by viewers into genres: non-fiction, comedy, drama, and action. Besides this categorization, viewers rated their animacy attribution and emotional response. Results showed that non-expert viewers were consistent in categorizing the genres according to object movement parameters. The size of its deviation from the unmanipulated movement scene determined the assignment of any target scene to one of the fiction genres: small and moderate deviations resulted in categorization as drama and action, and large deviations as comedy. The results suggest that genre classification is achieved by, at least, three distinct cognitive processes: (a) animacy attribution, which influences the fiction versus non-fiction classification; (b) emotional responses, which influences the classification of a specific fiction genre; and (c) the amount of deviation from reality, at least with regard to movements.     

The role of perceived negativity in the moderation of African Americans' implicit and explicit racial attitudes

The present paper examines the relationship between Blacks' implicit and explicit racial attitudes and the extent to which perceived negativity from out-groups moderates the two attitudes. Results from two studies provide converging evidence that perceived negativity is related to both implicit and explicit attitudes, but in opposite directions. While perceived negativity showed a significant positive correlation with in-group bias on explicit measures, it was negatively correlated with in-group bias on implicit measures, such that Blacks who believed that Whites generally dislike Blacks showed significantly lower levels of implicit in-group bias compared with African Americans who believe that Whites positively regard Blacks. African Americans' level of exposure to out-groups was also negatively related to implicit in-group bias, but this relationship was mediated by perceived negativity.     

Who Wants to Marry a Millionaire? Reality Dating Television Programs, Attitudes Toward Sex, and Sexual Behaviors

Past research has revealed associations between television viewing and sexual attitudes and behaviors. We examined a burgeoning new television genre, reality dating programs (RDPs). Undergraduate students (ages 18–24) reported their overall television viewing, their RDP viewing, and their involvement with RDPs (watching in order to learn and watching in order to be entertained). They also completed measures of attitudes toward sex, dating, and relationships, and answered questions about sexual behavior. Most participants were occasional or frequent viewers of at least one RDP. Men reported using RDPs for learning more than did women; there was no gender difference in use of RDPs for entertainment. Total amount of RDP viewing was positively correlated, for both men and women, with adversarial sexual beliefs, endorsement of a sexual double standard, and the beliefs that men are sex-driven, that appearance is important in dating, and that dating is a game. In all cases, however, these relationships were partially or totally mediated through viewer involvement. Men and women who watched RDPs tended to be less sexually experienced; there were few other correlations with sexual behaviors.     

Die Hard in Notting Hill: Gender Differences in Recalling Contents from Action and Romantic Movies

We investigated the impact of movie genre preferences on memory for movie content. Starting from a well‐documented gender gap in movie preferences, we predicted that women would recall more contents from a romantic movie than from an action movie, whereas men were expected to recall more contents from an action movie than from a romantic movie. In two experiments, male and female participants watched 30‐minute clips from action and romantic movies and then answered 30 questions on movie content and additional questions. Both experiments showed that women recalled relatively more information from a romantic movie than from an action movie, whereas men showed the opposite pattern. Further analyses showed that these effects were independent from participants' familiarity with the movie and not mediated by participants' liking of a particular movie. In general, the results of our study provide further evidence for an effect of (gender‐related) interests on memory performance.Copyright © 2016 John Wiley & Sons, Ltd.     

“Weak,Sad, and Lazy Fatties”: Adolescents’ Explicit and Implicit Weight Bias Following Exposure to Weight Loss Reality TV Shows

Weight loss reality TV shows, which portray obese individuals and their struggle to lose weight, are highly popular. However, the shows often contain negative and stereotypical portrayals of obese individuals that can contribute to the formation of weight bias among viewers. In particular, adolescents might be highly susceptible to such portrayals, since physical appearance and body image play an important role during adolescence. In our experimental study, we investigated the priming effects of exposure to weight loss reality TV shows on implicit and explicit attitudes toward obese individuals among 353 adolescents. We exposed a treatment group (n = 173) to video clips of a weight loss reality TV show and a control group (n = 180) to video clips of an information-based TV magazine. Results indicated that for individuals who expressed a fear of being obese, exposure to the weight loss reality TV show reinforced negative explicit attitudes toward obese individuals by activating a perception of weight controllability. Exposure to the weight loss reality TV show also enhanced negative implicit attitudes toward obese individuals among all adolescents, irrespective of their fear of being obese. Altogether, our findings underscore the role of media in perpetuating weight bias.     

根植于航空安全文化的内隐安全态度的预测效应

采用飞行管理态度问卷FMAQ 2.0作为航空安全文化背景下外显安全态度的评价工具, 并设计了两个安全态度的内隐联想测试(IAT)对134名飞行员进行了调查, 同时运用专家评定法对其飞行绩效进行了评价, 结果发现：(1) 航空安全态度的IAT效应值较强, 飞行安全更多与积极评价和积极情感联系在一起, 对飞行风险与冒险是消极评价与回避。(2) 外显和内隐安全态度既相关又分离：评价性内隐安全态度和外显态度的驾驶舱工作态度、情感性内隐安全态度和驾驶舱工作态度与自动化驾驶态度显著正相关, 且总外显态度与内隐态度正相关显著, 同时模型数据显示二者是分离性结构。(3) 外显和内隐安全态度均能预测安全绩效, 其中外显态度对飞行作风、飞行技能和机组管理的预测率较高, 内隐态度在安全规章上预测率较高, 其共同预测模型拟合良好。结论：外显与内隐安全态度、安全绩效及其相互关系共同构成特定航空安全文化的完整模型。