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| Effectiveness of Product Placement: An Analysis Based on the Gender of
Audiences and Fixed Placement Situations |
| WANG Ping,SONG Sigen,JU Yao |
| 1. Anhui University of Finance and Economics, Bengbu, Anhui, China;
2. Fudan University, Shanghai, China |
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Abstract Previous research on the effectiveness of product placement are mostly based on unfixed situation and unable to investigate the reaction difference of audiences; therefore gender reaction difference of audiences to fixed product placement situation is worth of further investigation. Experiments show that product placement situation have no significant impact on audience's memory and attitudes. Male audiences remember more prominent placement products than subtle placement products, but show no differences in attitude and purchase intention between prominent placement products and subtle placement products. Female audiences exhibit no differences in product recognition memory between prominent placement products and subtle placement products, but exhibit more negative attitude and lower purchase intention toward prominent placement products than subtle placement products. At the same time, there are no differences on recognition memory to prominent placement products and subtle placement products between male audience and female audience, but male audience have more active attitude and higher purchase intention toward prominent placement products, while the female audience are just opposite.
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Received: 21 February 2013
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2014, Vol. 11 
