The aim of this paper is to investigate the influence of the prime on viewers’ product placement elaboration. We found that the prime affects recall only for the brand that has less plot integration (Reebok) while it influences choice only for the brand (Ritz) more integrated in the plot.
L’effetto del prime sull’efficacia del product placement cinematografico
GISTRI, GIACOMO
2006-01-01
Abstract
The aim of this paper is to investigate the influence of the prime on viewers’ product placement elaboration. We found that the prime affects recall only for the brand that has less plot integration (Reebok) while it influences choice only for the brand (Ritz) more integrated in the plot.File in questo prodotto:
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