I SEE WHAT YOU DON'T SEE: The Role of Individual Differences in Field Dependence—Independence as a Predictor of Product Placement Recall and Brand Liking

Individual differences in field dependence—independence are an integral factor for the perception of product placements. This is because field-independent individuals are better able to separate a stimulus from its embedding context; thus, they can more easily recognize a placement in a complex audi...

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Bibliographic Details
Published in:Journal of advertising 2011-12, Vol.40 (4), p.85-99
Main Authors: Matthes, Jörg, Wirth, Werner, Schemer, Christian, Kissling, Anna-Katerina
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Analysis
Audiovisual methods
Brand choice
Brand identification
Brands
Cognitive psychology
Cognitive style
Consumer behavior
Consumer research
Management
Marketing
Media
Mental stimulation
Motion pictures
Movies
Personality
Personality psychology
Personality traits
Persuasion
Product management
Product placement
Recognition (Psychology)
Recollection (Psychology)
Social aspects
Studies
Technological change
Television programs
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Summary:Individual differences in field dependence—independence are an integral factor for the perception of product placements. This is because field-independent individuals are better able to separate a stimulus from its embedding context; thus, they can more easily recognize a placement in a complex audiovisual field. In two experiments working with authentic audiovisual stimuli, we varied the appearance of placements and measured the field dependence of our participants. The results of Study 1 demonstrate that field-independent individuals show a higher placement recall than field-dependent individuals. Besides replicating the findings of Study 1, Study 2 shows that field-dependent individuals like the embedded brand more than field-independent individuals. The results speak to the importance of individual difference variables for product placement research.
ISSN:0091-3367
1557-7805
DOI:10.2753/JOA0091-3367400406