| This research explored the effects of product involvement, placement prominence and brand familiarity on product placement according to the Persuasion Knowledge Model and so on,so that could provide references for product placement practice in movies and T V plays.The research was divided into two parts, study 1 employed 2(Product involvement)×2(Placement prominence)within-subjects design,and 120 students at Soochow University were chosen as participants. The purpose of this study was to investigate the effect on the product placement of Product involvement and Placement prominence by analyzing the date of participants who had watching movies clips. The result showed that:(1) under the condition of high product involvement, the effect of brand memory was better; under the condition of low product involvement, brand attitude and purchase intension is better.(2) the more prominence the product placement was, the better the brand memory and brand attitude and purchase intension were.(3) the interaction between product involvement and prominence was verified;under the low product involvement condition, the more prominence the product placement was, the better the brand attitude was.Study 2 employed 2(Product involvement)×2(Placement prominence)×2(Brand familiarity)within-subjects design,and 240 students at Soochow University were chosen as participants. The result showed that:(1) under the condition of high product familiarity, the effects on brand memory and brand attitude and purchase intension were better.(2) the interaction between product prominence and familiarity on purchase intension was verified.(3) under the condition of high product involvement and high product involvement, the effect of unfamiliar brand on purchase intension is better than familiar brand; under the condition of low product involvement, both familiar and unfamiliar brand had better effect on purchase intension when they were prominently placed. |
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