Research On The Influence Of Mental Simulationbetween Product Placement And Commercial On Purchase Intention

With the development of information technology and the change in consumer viewing habits and consumption habits,advertisers are attempting to use product placement for product promotion to increase purchase intention.However,compared to commercial,it is still unknown whether product placement will have a better influence on increasing purchase behavior,which might be affected by other variables.On the other hand,mental simulation,widely applied in psychology and marketing strategy,has been a hot research topic recently.Based on intensive literature review,it has been found there were few studies about the influence of advertisement type and mental simulation on purchase intention,which becomes the topic of this research.The study tests the change of purchase intention by two-factor experiment,requiring subject to watch a clip of advertisement and then finish a questionnaire measuring their intention change in purchasing.It turns out that type of advertisement and mental simulation have strong explanatory power to purchase intention based on SPSS data analysis.No matter it is a product placement or a commercial,the research shows outcome-focused advertisement will exert a stronger influence on purchase intention than process-focused.And in terms of process-focused advertisement,product placement will have a stronger influence on purchase intention while outcome-focused advertisement will have an opposite conclusion.The outcome of the research will make a further contribution to related study field.