Effectiveness of Product Placement: An Experimental Study in Turkey

İ. Öykü Akyol GÜRSES, Elif Yolbulan OKAN


This experimental research conducted in Turkey aims to investigate the effects of product placement on consumer choice and memory by combining explicit and implicit measures. Results of the present study support the overall impact of placements on memory and choice. According to the results prominent product placements were recalled and recognized more than subtle product placements, whereas centrality had no reliable effect on brand choice. Effect of modality also differed for memory and choice results where audiovisual placements were the most recalled and recognized.


Product placement; Consumer memory; Brand placement; Implicit memory; Explicit memory

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DOI: http://dx.doi.org/10.3968/j.css.1923669720141001.4202


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