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The Attitude Effects of Product Placement Differentiated by Its Role in Movie Story
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PPL 브랜드의 극중 역할에 따른 브랜드 태도변화의 차이

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Type
Academic journal
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Journal
Korean Association for Advertising and Public Relations Advertising Research No.93 KCI Accredited Journals
Published
2012.6
Pages
57 - 79 (23page)

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The Attitude Effects of Product Placement Differentiated by Its Role in Movie Story
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Product placements within TV drama or film have gained increasing attention from marketing and communication practitioners. Though there can be many ways to classify their variations, one way the present study attempted to examine is the role, either positive or negative, of the product placed in the story of a drama/film. The positive role means that the product is used by good people or for righteous purpose, while the negative role indicates that the product is used by bad people or for evil purpose. Many past studies had already revealed that positive PPL`s increase viewers` attitudes toward the brand. The present authors attempted to compare the attitude effects of positive and negative PPL`s, by using a movie as a stimulus in which two automobile brands appear together as a good people`s and a bad people`s vehicles, respectively. Additionally, the authors examined the role of product category involvement under the belief that it may moderate the effects of the positive/negative PPL`s on attitudes toward the brands. Results indicate that the two automobile brands that were initially of no significant difference in brand attitude scores turned significantly differentiated after the subjects` exposure to the stimulus, mainly due to the increase of the score for the positive PPL brand. The moderating effect of product category involvement was also confirmed as the subjects in the higher involvement group showed more dramatic differences between the ``good`` and ``bad`` groups, while those in the lower involvement group revealed very modest and statistically insignificant differences.
#PPL 부정적 PPL 관여도 태도변화 product placement PPL negative PPL involvement attitude change

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김주호. 부정적 소비자 인식 제품의 광고 프레이밍 효과. 한국광고홍보학보. 2012 dbpia 정기한, 박민영, 신재익. PPL모델 매력도가 브랜드 태도 및 구매의도에 미치는 영향 연구. 한국경영학회 융합학술대회. 2007 dbpia

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UCI(KEPA) : I410-ECN-0101-2015-320-002903451