Nothing Special   »   [go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01563052.html
   My bibliography  Save this paper

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

Author

Listed:
  • Felipe Pantoja
  • Patricia Rossi

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Adilson Borges

    (NEOMA - Neoma Business School)

Abstract
Marketers are progressively using product placements to counteract technology that enables consumers to skip advertisements. However, consumers are increasingly multitasking while they watch videos, which might affect placement effectiveness. In France we conceptually replicate research on product–plot integration and multitasking that was originally conducted in the United States to analyze how different levels of cognitive charge influence this phenomenon. Results show that participants under moderate cognitive load liked intrusive placements. However, participants under high cognitive load were significantly less positive toward intrusive placements. The results show a potential U-shaped relationship between placement integration and levels of cognitive load.

Suggested Citation

  • Felipe Pantoja & Patricia Rossi & Adilson Borges, 2015. "How Product-Plot Integration and Cognitive Load Affect Brand Attitude: A Replication," Post-Print hal-01563052, HAL.
    • Handle: RePEc:hal:journl:hal-01563052
    DOI: 10.1080/00913367.2015.1085818
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01563052. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.