How Product-Plot Integration and Cognitive Load Affect Brand Attitude: A Replication

Pantoja, Felipe; Rossi, Patricia; Borges, Adilson

doi:10.1080/00913367.2015.1085818

Cited by 20 publications

(21 citation statements)

References 34 publications

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“…Although this is a practice frequently applied in experimental studies exploring cognitive load ( Chow and Luk, 2006 ; Elder and Krishna, 2010 ; Yoon et al, 2011 ), on the one hand, it may cause stress and discomfort among participants; on the other, it is somewhat artificial. As Pantoja et al (2016) suggest, the application of common subtitles in a film is sufficient to induce cognitive load, even when the titles are in a language the participant knows fluently. Additionally, it must not be ignored that asking the subjects to tackle a mathematical task alone may cause increased fear of being evaluated ( Rosenthal, 2009 ).…”

Section: Discussionmentioning

confidence: 99%

“…This is also why we decided to include conditions of cognitive load in the experimental design of our study. This is a very popular approach in product placement studies – e.g., in the study carried out by Pantoja et al (2016) , the researchers also decided to investigate the effectiveness of remembering the content promoted through the use of product placement depending on the cognitive load of the subjects.…”

Section: Introductionmentioning

confidence: 99%

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Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands

2018

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Considering the large number of adverts inundating the average consumer every day, the marketing industry is seeking methods to reach clients in a more subtle manner than traditional marketing messages. One such tool is product placement. The article addresses issues of effectiveness of product placement in comparison to a traditional commercial. The objective of the study was to check how participants would recall the content of persuasive messages in conditions of artificially inducted cognitive load (in conditions of traditional advertisement and product placement). Two studies were conducted – a pre-study intended to assess the usefulness of the selected stimuli, and the main experiment. The experiment devoted to this question was planned using an ANOVA scheme 2 (Type of advert: traditional vs. product placement) × 2 (neutral conditions vs. cognitive load). It turned out that the commercial was better retained in neutral conditions than in conditions of cognitive load. The traditional commercial was remembered better than product placement. From the perspective of the study’s ecological validity, of importance is also comparison of retention of brands viewed in a traditional commercial in conditions of cognitive load with retention of brands in conditions of product placement without load. These comparisons indicate the superiority of product placement – brands presented in this manner were more frequently recalled by viewers.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands

2018

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“…The Elaboration Likelihood Model (ELM) suggests that people use their cognitive ability to process message or information and are persuaded by what they see and experience. Thus, the ELM advocates that low cognitive ability is represented by the low involvement elaborative condition, while the high cognitive ability is represented by the high involvement elaborative condition (Pantoja, Rossi & Borges, 2016;Petty & Cacioppo, 1986;Olsen, Slotegraaf & Chandukala, 2014). The cognitive ability is predominantly assessed by the need for cognition (NFC).…”

Section: Need For Cognitionmentioning

confidence: 99%

Does the Need for Cognition, Need for Affect and Perceived Humour Influence Consumers’ Attitudes Towards the Advertised Brands?

Zaki

Kamarulzaman

Mohtar

2020

International Journal of Management Studies

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Cognition has long been known as a mechanism to process message besides forming desirable attitude. However, the engagement of emotions that has been limited in its discussions to the message processing theory such as the Elaboration Likelihood Model (ELM) could also function as influencer to message processing and contributor to attitude formation. Hence, the purpose of this research is to examine the effects of need for cognition (NFC), need for affect (NFA) and perceived humour on consumers’ attitude towards the brands advertised. The research engaged three main studies and has adopted a quantitative basic experimental design with a random selection and distribution of participants into treatment groups. Result of study 1 showed that advertising attitude mediates between NFC and brand attitude. Study 2 found that NFA moderates between NFC and brand attitude. Study 3 revealed that NFA moderates between perceived humour and brand attitude. Finally, the results also determined that NFC, NFA, and perceived humour influence the processing of advertising message in the low and high involvement conditions of message elaborations. The findings encourage future researchers to further assess consumers’ attitude towards brand in various advertising contexts in more detail. The study contributes to the advertising guidelines for advertising firms and policy makers. In addition, the study contributes to the theoretical establishment of the Elaboration Likelihood Model (ELM) that can be used for future research extension. Keywords: Brand attitude, involvement, need for cognition, need for affect, perceived humour.

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“…El tamaño de la muestra fue definido en base a la recomendación de los autores de un estudio pasado similar (Pantoja, Rossi & Borges, 2016). Se contactó a los autores del artículo y su recomendación fue seguir la misma metodología que ellos emplearon.…”

Section: Poblaciónunclassified

“…Para el cuestionario se desarrollaron preguntas en el formato de escala diferencial semántico para medir tanto las actitudes de las participantes hacia la marca (Pantoja et al, 2016;Yoon et al, 2011) como las actitudes de las participantes hacia el anuncio (Pantoja et al, 2016;Yoon et al, 2011;McKenzie et al, 1989). Se desarrollaron preguntas en el formato de escala diferencial semántico de 7 puntos para 8 ítems: Odio/Amor, Triste/Encantado, Irritado/Feliz, Tenso/Calmado, Aburrido/Emocionado, Molesto/Relajado, Disgusto/Aceptación y Dolor/Alegría (Pantoja, et al 2016).…”

Section: Instrumentosunclassified

Mensajes de empoderamiento femenino en la publicidad y sus efectos en la actitud de las mujeres hacia la marca

Angulo¹

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How Product-Plot Integration and Cognitive Load Affect Brand Attitude: A Replication

Cited by 20 publications

References 34 publications

Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands

Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands

Does the Need for Cognition, Need for Affect and Perceived Humour Influence Consumers’ Attitudes Towards the Advertised Brands?

Mensajes de empoderamiento femenino en la publicidad y sus efectos en la actitud de las mujeres hacia la marca

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