Files
Abstract
In line with the views of many practitioners the majority of brand placement studies have assessed effectiveness in terms of explicit memory measures (e.g. free recall, recognition). However, the sole use of such measures likely underestimate the memory impact of placements. The two experiments conducted in this dissertation were designed to explore the potential of implicit memory (perceptual word fragment completion tests) to serve as a complementary measure of brand placement effectiveness in films (Experiment I) and video games (Experiment II). Key results of the two experiments reveal that: " Across both experiments, participants demonstrated explicit recall for approximately three placed brands while demonstrating implicit memory for an additional two (different) brands. " Brand prominence was highly related with recall of film placements, but was unrelated with implicit memory. " Implicit memory can be manifested for specific elements (brands) within complex stimuli such as films or video games. Furthermore, implicit memory occurs despite peoples cognitive resources being engaged in the heavy cognitive processing activities required of watching a film or interacting with a computer game. " There was no effect of placement on brand attitude across both experiments. " Brand attitude was unrelated with brand fragment completion, supporting the notion that implicit memory and attitudes are unrelated constructs. This result casts doubt on the conceptualization that implicit memory can influence attitudes by way of the mere exposure effect. The significance of the results is discussed relative to the extant brand placement and implicit memory literatures. Implications for practitioners and theory are presented, followed by limitations of the study. Finally, suggestions are offered regarding future directions for researchers seeking to extend brand placement and implicit memory knowledge.