Who gains, who loses? Recall and recognition of brand placements in 2D, 3D and 4D movies

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(54.17 KB)
Date
2013-06-04
Authors
Terlutter, R
Diehl, S
Koinig, I
Waiguny, M
Supervisor
Item type
Conference Contribution
Degree name
Journal Title
Journal ISSN
Volume Title
Publisher
İstanbul Technical University, Faculty of Management
Abstract

Brand placements in movies are common throughout the world. During the last 5 years, 3D movie technology has experienced a boost in cinemas and home entertainment. Furthermore advanced cinemas also offer “4”D experiences by adding scent, airflow or tactile stimuli to the 3D film. Based on the limited cognitive capacity model of information processing and the levels-of-processing effect theory, we investigate how the delivery modes of classic 2D compared to 3D or 4D (3D+scent) influence recall and recognition of brands placed in a prominent or in a subtle way. Results suggest that subtle brand placements are negatively affected by the enhancement of 3D or 4D as compared to 2D movies, whereas a prominent brand placement in the movie benefits from 3D technology. Some implications and directions for further research are addressed.

Description
Keywords
Product Placement , 3D , 4D , Recall , Recognition
Source
EMAC 2013 held at İstanbul Technical University, Turkey, 2013-06-04 to 2013-06-08
DOI
Publisher's version
http://www.emac2013.org/program_search.asp
Rights statement
NOTICE: this is the author’s version of a work that was accepted for publication. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in (see Citation). The original publication is available at (see Publisher's Version).
Permanent link
https://hdl.handle.net/10292/6273
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