earticle

영어

This study explores the role of plot connection congruence and the placement of the product in humorous movies on the consumer judgment stage, investing their effects on consumer response such as brand memory and consumer attitude formation. The goal of the study is to provide some guidelines to marketers or advertisers the effectiveness of product placement as one of alternative advertising communication strategies. To test the proposed hypotheses, a 2 (high/low plot connection)x 2(humorous/none-humorous)factorial experimental design was implemented. The experimental design was to examine how influence plot connection and humorous stimuli on dependent variables such as brand memory and attitude formation. The findings of the study indicate that plot connection and humorous product placements in films result in positive responses from consumers. In addition, plot connection and humorous format was found to play an important role in post-decision making processes, such as brand memory and consumer attitude formation. Results show that the degree of plot connection and humorous format influence memory and evoke a favorable attitude toward the product placement and brand. It is anticipated that the analysis resulting from this valuable study will provide a reference for further empirical and theoretical studies on the use of product placements as an alternative to advertising and other marketing communications strategies.

한국어

본 연구는 드라마에서의 유머러스한 장면과 플롯 구성 연결성의 역할을 실험연구를 통해 간접광고에 대한 소비자들의 인지반응과, 브랜드에 대한 태도를 측정함으로써 간접광고 전략에서 효과적 제품 배치를 제시하는데 목적이 있다. 실험 설계는 유머러스한/비유머러스한 장면과 고/저 플롯 구성 연결로 양분하였다. 2×2의 요인실험설계방안(factorial experimental)을 통해 이들 변수들이 소비자들이 브랜드를 회상할 때 그리고 브랜드에 대한 태도에 어떠한 영향을 미치는가를 살펴보고자 한다. 브랜드 회상을 측정하기 위하여 반복 측정 방법을 사용하였으며 측정 결과로는 유머러스하고 플롯 구성 연결이 잘된 실험 자극물에 노출되었을 때 실험 참자가들은 브랜드를 잘 기억하는 것으로 드러났으며 브랜드에 대한 태도에서도 참가자들은 긍정적인 반응을 보이는 것으로 드러났다.