Tomasz Grzyb, Dariusz Dolinski, Agnieszka Kozłowska
Abstract
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.
This research output has an Altmetric Attention Score of 16. This is our high-level measure of the quality and quantity of online attention that it has received. This Attention Score, as well as the ranking and number of research outputs shown below, was calculated when the research output was last mentioned on 24 September 2024.
All research outputs
#2,009,386
of 23,873,907 outputs
Outputs from Frontiers in Psychology
#3,989
of 31,839 outputs
Outputs of similar age
#42,742
of 335,387 outputs
Outputs of similar age from Frontiers in Psychology
#129
of 730 outputs
Altmetric has tracked 23,873,907 research outputs across all sources so far. Compared to these this one has done particularly well and is in the 91st percentile: it's in the top 10% of all research outputs ever tracked by Altmetric.
So far Altmetric has tracked 31,839 research outputs from this source. They typically receive a lot more attention than average, with a mean Attention Score of 12.7. This one has done well, scoring higher than 87% of its peers.
Older research outputs will score higher simply because they've had more time to accumulate mentions. To account for age we can compare this Altmetric Attention Score to the 335,387 tracked outputs that were published within six weeks on either side of this one in any source. This one has done well, scoring higher than 87% of its contemporaries.
We're also able to compare this research output to 730 others from the same source and published within six weeks on either side of this one. This one has done well, scoring higher than 82% of its contemporaries.
