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this study examines main effect of PPL(product placement) type on brand recall and attitude, and whether these relationship are moderated by need for cognition and involvement. Results show that product arrangement influences the brand recall and brand attitude. In especially, on set form makes brand recall and brand attitude increase comparing to creative form. On the interaction effect, need for cognition doesn't have a moderating effect on brand recall and attitude, but involvement has a moderating effect on brand recall and attitude.


this study examines main effect of PPL(product placement) type on brand recall and attitude, and whether these relationship are moderated by need for cognition and involvement. Results show that product arrangement influences the brand recall and brand attitude. In especially, on set form makes brand recall and brand attitude increase comparing to creative form. On the interaction effect, need for cognition doesn't have a moderating effect on brand recall and attitude, but involvement has a moderating effect on brand recall and attitude.


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brand attitude,brand recall,involvement,need for cognition,PPL arrangement