Article2012

Tiptoe or Tackle? The Role of Product Placement Prominence and Program Involvement for the Mere Exposure Effect

Jörg Matthes · Werner Wirth · Christian Schemer · Nadine Pachoud

21 citations0/0 files storedJournal of Current Issues & Research in Advertising

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Based on the mere exposure effect (Zajonc 1968 Zajonc , Robert B. 1968 . “Attitudinal Effects of Mere Exposure.” Journal of Personality and Social Psychology Monographs 9 ( 2, Pt. 2 ): 1 – 27 .[Crossref], [PubMed], [Web of Science ®] , [Google Scholar]), the mere unreinforced presentation of product placements can increase brand liking. In an experiment, we manipulated visual placement prominence and placement frequency for an externally and internally valid stimulus. As results indicate, a mere exposure effect can only be observed for frequently presented subtle placements that are embedded in a program that is watched with moderate or high involvement. No such effects could be observed for prominent placements. The results are discussed in their importance for placement effects research and marketing practice.

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2025Advances in Consumer Research 1968Attitudinal effects of mere exposure.2002On the practice of dichotomization of quantitative variables.1989Exposure and affect: Overview and meta-analysis of research, 1968-1987.2009Current Directions in Psychological Science 2006Mere Exposure: A Gateway to the Subliminal 2004The Effect of Conceptual and Perceptual Fluency on Brand Evaluation 2002Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude

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