The influence of product placement on pre-teen decision-making.

详细信息   

• 作者：Toomey ; Deborah A.
• 学历：D.B.A.
• 年：2011
• 导师：Wiese, Michael,eadvisor
• 毕业院校：Anderson University
• ISBN：9781124745817
• CBH：3462977
• Country：USA
• 语种：English
• FileSize：5494390
• Pages：145

文摘

Pre-teenagers, those aged 8- to 12-years-old, "control nearly $40 billion in purchasing power of their own and influence tens of billions more in family buying decisions" Brown and Washton). Learning to be a consumer is one of the skills acquired during these pre-teen years. Consumer socialization, social learning, social cognitive, and modeling theories all utilize the relationship between observation of a process conducted by an agent, or model, and the reaction to that process on the part of the receiver Atkin and Block, 1983； Bandura and McDonald, 1963； Clark, Martin, and Bush, 2001； Lockwood, 1997； Lynch, 2007； Martin and Bush, 2000； Moschis and Moore, 1979). Although each was discussed independently, the role of modeling is similar in all. Persuasion knowledge is "an activated attitude towards a persuasive attempt" Matthes, Schemer, and Wirth, 2007, p. 484). Branded product placements are one method of communicating without awareness. Product placement is "a strategy that involves getting ones product, service, or name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product, on the Internet, or at special events" Lamb, Hair, and McDaniel, 2010, p. 241). The influence on pre-teenagers behavior was a two-group pre-test, post-test, experimental design. To assess a pre-teens reaction to the placement of products, the experiment collected the impact placements had on choice after a branded placement exposure and preference and choice two weeks afterwards. No statistically significant difference between the pre-teenagers in treatment or control group on choice of soft drink during the experiment, nor was a difference found at the post-assessment. Age segmentation identified younger treatment group participants selected the placed product at a significantly higher rate than the control participants. When looking at the individual data, how frequently pre-teenagers change identified choice was uncovered, with statistically significant results for both the control and treatment groups.