英文摘要 |
Many companies place their brand products in Taiwanese dramas. Most studies discuss the effect mechanism of product placement only in terms of affective transfer. Focusing on false memory, this study explores whether audiences adopt the mistaken belief that they have used a product after seeing it placed in a drama. The results of two experiments reveal the following. (1) High-imagery placement increases false memories in audience members who have never used the placed product and generates more favorable product attitudes. (2) As time goes by, the false memory group generates more favorable product attitudes, greater attitude strength, and higher purchase intentions than does the real experience group of using the product. (3) Drama involvement strengthens the product attitude effects of high-imagery placement. (4) Placing products in emotionally positive plots is more likely to lead to false memories than placement in emotionally negative plots. (5) Product messages delivered by the audience's favorite actors induce false memories and more favorable products attitudes. (6) The false memory and product attitude effects generated by high-imagery placement occur only when emotionally positive plots and the audience's favorite actors are involved. |