植入式广告对观众品牌认知、记忆和购买意向的影响——关于真人秀节目《改头换面:家庭版》的实证研究  

Influence of product placement on viewer recall, recognition and purchase intention——An empirical study of the reality television show "Extreme Makeover" (Home Edition)

作　　者：王秀丽[1] 韩纲[2] Lisa Wortman Ji-Yeon Jeong Hsin-Yi Ting 

机构地区：[1]北京大学新闻与传播学院 [2]美国爱荷华州立大学新闻与传播学院 [3]美国马萨诸塞大学新闻与传播学院 [4]美国密苏里新闻学院 [5]美国希拉丘兹大学纽豪斯公共传媒学院

出　　处：《广告大观（理论版）》2009年第1期20-27,共8页Journal of Advertising Study

摘　　要：本文采用组内实验的设计,测试了真人秀节目《改头换面:家庭版》中的植入式广告的面积、位置、时间以及观众对于植入式广告的态度对观众的品牌认知、记忆和购买意向的影响。数据分析显示,植入式广告在电视节目中出现的时间长短对观众的品牌认知、记忆和购买意向均有显著影响,时间越长,观众越易于记住并购买该品牌。植入式广告的大小影响观众对品牌的认知和记忆,但对购买意向没有影响。植入式广告的位置影响观众对品牌的记忆,但对品牌认知和购买意向没有影响。观众对植入式广告的态度,无论是正面还是负面,对他们的品牌认知、记忆和购买意向都没有显著影响。This study uses a within-group experimental design to test how the size, position and length of a product placement influence viewers＇ recognition, recall and intentions to purchase the featured brands. Length turns out to be highly significant for viewers＇ recognition and recall of the featured brands as well as their purchase intention, where longer product placements result in better memory of the brands and higher purchase intention. Size can help predict viewers＇ recall and recognition of featured brands, but has no effect on viewers＇ intent to purchase. Position is significant in forecasting viewers＇ recall of the featured brands--the peripheral placements enjoy a better recall than the central placements. Viewers＇ attitudes toward product placements show no effect on both their memory and purchase intention.

关 键 词：植入式广告 品牌认知 品牌记忆 购买意向 

分 类 号：F713.8[经济管理—广告]