植入品牌记忆激活路径及激活水平影响因素研究
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摘要
根据激活扩散理论,命题网络中节点之间的联接构成激活路径,找出与植入式广告紧密相关的节点信息,可为二次传播和植入设计优化提供理论依据。通过口语报告法和品牌概念图对植入式广告受众记忆的激活路径进行研究,运用有序分类回归方法对激活路径的影响因素进行分析,研究结果发现主角及其行为是联接电影情节和品牌记忆的关键节点,可以作为主要的记忆提取线索;在无角色参与情境中,内源性记忆较强的植入品牌特征也可以成功激活受众记忆;情节关联度、显著度、品牌熟悉度对记忆激活水平有显著影响。
Advertising practitioners generally regard brand recall as an important indicator of product placement effectiveness. But excessive pursuit of brand memory by competing with media content for audiences' attention is very harmful,which not only tears up the mask of unobtrusiveness of product placement,but also interferes with the perception fluency of audiences' entertainment experience,and impairs the aesthetic value of film or TV play itself. The key to gain the benefits of product placement is whether consumers can recall the association between brand and media content beyond entertainment media,especially in the process of purchase decision-making. The researchers paid little attention to memory retrieval for product placement and its association with media content. Currently,stimulus-response model is mostly used in the study of memory for product placement,and the relationship between stimulus and memory is tested experimentally. But the information processing inside audiences' mind is still considered as a"black box". According to spreading activation theory from the cognitive psychology principle,memory was stored in a network form,the objects in the media content sustained in the network are sources of activation,and activation can spread from these objects to associated elements. This infers that memory performance can be improved by offering cues closely associated with specific memory.Based on the nature of product placement,propositional network theory and spreading activation theory were employed to analyze how audiences form memory network for product placement and what factors influence memory retrieval. We conducted three steps to process the research. Firstly,31 participants were recruited and trained according to the procedure of verbal report method after research materials preparation. Secondly,all the participants were exposed to the video clip we selected. Then following the verbal report instruction,viewers were asked to report the brands they had seen in the video and how they memorized them by unaided recall and recognition. 130 thousand words of verbal report were finally obtained. Thirdly,we analyzed the texts participants reported and drew pattern of activation by conducting the brand concept maps,and checked out the influential factors by ordinal logistic regression.Three conclusions have been drawn in this study: (1) The pattern of activation of memory for product placement was mainly set up around actors and plot. According to their content,nodes of pattern of activation could be classified into two categories,plot information nodes (i. e. actor node,actor's location node,action node and story association node) and placement information nodes (i. e. brand or product name node,brand logo node,brand or product feature node,brand association node,brand or product's location node,node of relationship between product and actor); They also could be classified as exogenous nodes and endogenous nodes according to the sources of memory during encoding process. (2) "Leading actor-relationship-brand"is a main proposition in the pattern of activation. If a placement was accompanying with the actors,especially leading actors and their performing actions,nodes could be used as a main retrieval cue,which is the key to make a firm association between media content and placed brand. If a placement was not accompanying with the actors,the endogenous memory for the salient characteristics of placed bland could take the role of actors instead. (3) The higher level of prominence and brand familiarity,then the higher level of memory activation;used-by-main-character placements and story-connected placements (i. e. plot connection) led to higher level of memory activation than background placements did. The design of product placement should follow the principle of double clues. That was either or both of the leading actors or their performing actions and the memorable characteristics of brands placed should be firmly associated with the product placement.
Advertising practitioners generally regard brand recall as an important indicator of product placement effectiveness. But excessive pursuit of brand memory by competing with media content for audiences' attention is very harmful,which not only tears up the mask of unobtrusiveness of product placement,but also interferes with the perception fluency of audiences' entertainment experience,and impairs the aesthetic value of film or TV play itself. The key to gain the benefits of product placement is whether consumers can recall the association between brand and media content beyond entertainment media,especially in the process of purchase decision-making. The researchers paid little attention to memory retrieval for product placement and its association with media content. Currently,stimulus-response model is mostly used in the study of memory for product placement,and the relationship between stimulus and memory is tested experimentally. But the information processing inside audiences' mind is still considered as a"black box". According to spreading activation theory from the cognitive psychology principle,memory was stored in a network form,the objects in the media content sustained in the network are sources of activation,and activation can spread from these objects to associated elements. This infers that memory performance can be improved by offering cues closely associated with specific memory.Based on the nature of product placement,propositional network theory and spreading activation theory were employed to analyze how audiences form memory network for product placement and what factors influence memory retrieval. We conducted three steps to process the research. Firstly,31 participants were recruited and trained according to the procedure of verbal report method after research materials preparation. Secondly,all the participants were exposed to the video clip we selected. Then following the verbal report instruction,viewers were asked to report the brands they had seen in the video and how they memorized them by unaided recall and recognition. 130 thousand words of verbal report were finally obtained. Thirdly,we analyzed the texts participants reported and drew pattern of activation by conducting the brand concept maps,and checked out the influential factors by ordinal logistic regression.Three conclusions have been drawn in this study: (1) The pattern of activation of memory for product placement was mainly set up around actors and plot. According to their content,nodes of pattern of activation could be classified into two categories,plot information nodes (i. e. actor node,actor's location node,action node and story association node) and placement information nodes (i. e. brand or product name node,brand logo node,brand or product feature node,brand association node,brand or product's location node,node of relationship between product and actor); They also could be classified as exogenous nodes and endogenous nodes according to the sources of memory during encoding process. (2) "Leading actor-relationship-brand"is a main proposition in the pattern of activation. If a placement was accompanying with the actors,especially leading actors and their performing actions,nodes could be used as a main retrieval cue,which is the key to make a firm association between media content and placed brand. If a placement was not accompanying with the actors,the endogenous memory for the salient characteristics of placed bland could take the role of actors instead. (3) The higher level of prominence and brand familiarity,then the higher level of memory activation;used-by-main-character placements and story-connected placements (i. e. plot connection) led to higher level of memory activation than background placements did. The design of product placement should follow the principle of double clues. That was either or both of the leading actors or their performing actions and the memorable characteristics of brands placed should be firmly associated with the product placement.
引文
[1]J.A.Karrh,K.B.Mckee,C.J.Pardun.Practitioners’Evolving Views on Product Placement Effectiveness.Journal of Advertising Research,2003,43(2):138-149.
[2]C.Rumpf,B.No3l,C.Breuer,D.Memmert.The Role of Context Intensity and Working Memory Capacity in The Consumer's Processing of Brand Information in Entertainment Media.Psychology&Marketing,2015,32(7):764-770.
[3]丁锦红,张钦,郭春彦.认知心理学.北京:中国人民大学出版社,2010:41-45.
[4]安德森.认知心理学及其启示.秦裕林,程瑶,周海燕等译.北京:人民邮电出版社,2012:133-173.
[5]J.A.Edell,K.L.Keller.The Information Processing of Coordinated Media Campaigns.Journal of Marketing Research,1989,26(2):149-163.
[6]J.W.Hutchinson,D.L.Moore.Issues Surrounding The Examination of Delay Effects in Advertising.Advances in Consumer Research,1984,11(1):650-655.
[7]K.L.Keller.Memory Factors in Advertising:The Effect of Advertising Retrieval Cues on Brand Evaluations.Journal of Consumer Research,1987,14(3):316-333.
[8]S.E.Heckler,K.L.Keller,M.J.Houston,et al.Building Brand Knowledge Structures:Elaboration and Interference Effects on The Processing of Sequentially Advertised Brand Benefit Claims.Journal of Marketing Communications,2014,20(3):176-196.
[9]W.E.Baker,H.Honea,C.A.Russell.Do Not Wait to Reveal The Brand Name:The Effect of Brand-name Placement on Television Advertising Effectiveness.Journal of Advertising,2004,33(3):77-85.
[10]K.A.Braun-La Tour,M.S.La Tour.Assessing The Long Impact of A Consistent Advertising Campaign on Consumer Memory.Journal of Advertising,2004,33(2):49-61.
[11]E.Bressoud,J.M.Lehu,C.A.Russell.Integrating Placement and Audience Characteristics to Assess The Recall of Product Placements in Film:Findings from A Field Study[Z].The 7th International Conference on Research in Advertising(ICORIA),Antwerp,Belgique,2008.[2018-04-30]https://www.researchgate.net/publication/46478748_Integrating_placement_and_audience_characteristics_to_assess_the_recall_of_product_placements_in_film_findings_from_a_field_study.
[12]D.E.Delorme,L.N.Reid.Moviegoers'Experiences and Interpretations of Brands in Films Revisited.Journal of Advertising,1999,28(2):71-95.
[13]T.B.Cornwell.State of The Art and Science in Sponsorship-linked Marketing.Journal of Advertising,2008,37(3):41-55.
[14]宋思根.植入式广告延时记忆及启动效应研究.现代财经,2013,8:78-89.
[15]S.K.Balasubramanian,J.A.Karrh,H.Patwardhan.Audience Response to Product Placements:An Integrative Framework and Future Research Agenda.Journal of Advertising,2006,35(3):115-141.
[16]M.Lee,R.J.Faber.Effects of Product Placement in On-line Games on Brand Memory:A Perspective of The Limited-capacity Model of Attention.Journal of Advertising,2007,36(4):75-90.
[17]J.Matthes,W.Wirth,C.Schemer,et al.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.Journal of Advertising,2011,40(4):85-99.
[18]M.L.Roehm,H.A.Roehm,D.S.Boone.Plugs versus Placements:A Comparison of Alternatives for Within-program Brand Exposure.Psychology&Marketing,2004,21(1):17-28.
[19]M.Yang,D.R.Roskos-Ewoldsen.The Effectiveness of Brand Placements in The Movies:Levels of Placements,Explicit and Implicit Memory,and Brand-choice Behavior.Journal of Communication,2007,57(3):469-489.
[20]J.R.Anderson.A Spreading Activation Theory of Memory.Journal of Verbal Learning&Verbal Behavior,1983,22(3):261-295.
[21]潘毅.基于工作记忆内容的视觉注意.心理科学进展,2010,2:210-219.
[22]M.Ruz,J.Lupianez.A Review of Attentional Capture:On Its Automaticity and Sensitivity to Endogenous Control.Psicologica,2002,23:283-309.
[23]P.B.Gupta,K.R.Lord.Product Placement in Movies:The Effect of Prominence and Mode on Audience Recall.Journal of Current Issues&Research in Advertising,1998,20(1):47-59.
[24]C.A.Russell.Investigating The Effectiveness of Product Placements in Television Shows:The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude.Journal of Consumer Research,2002,29(3):306-318.
[25]J.M.Lehu,E.Bressoud.Recall of Brand Placement in Movies:Interactions between Prominence and Plot Connection in Real Conditions Of Exposure.Recherche et Applications en Marketing,2009,24(1):7-26.
[26]E.Bressoud,J.M.Lehu,and C.A.Russell.The Product Well Placed:The Relative Impact of Placement and Audience Characteristics on Placement Recall.Journal of Advertising Research,2010,50(4):374-385.
[27]R.T.Wilson,B.D.Till.Product Placements in Movies and on Broadway.International Journal of Advertising,2011,30(3):373-398.
[28]N.Dens,P.D.Pelsmacker,M.Wouters,et al.Do You Like What You Recognize?The Effects of Brand Placement Prominence and Movie Plot Connection on Brand Attitude as Mediated by Recognition.Journal of Advertising,2012,41(3):35-54.
[29]B.Kamleitner,A.K.Jyote.How Using versus Showing Interaction between Characters and Products Boosts Product Placement Effectiveness.International Journal of Advertising,2013,32(4):633-653.
[30]C.A.Russell.Toward A Framework of Product Placement:Theoretical Propositions.Advances in Consumer Research,1998,25(1):357-362.
[31]A.B.Aylesworth,S.B.Mackenzie.Context Is Key:The Effect of Program-induced Mood on Thoughts about The Advertise.Journal of Advertising,1998,27(2):17-31.
[32]H.F.Lin.The Effect of Product Placement on Persuasion for Mobile Phone Games.International Journal of Advertising,2014,33(1):37-60.
[33]李贤,余嘉元.国内外学者视角中的口语报告方法.苏州大学学报(哲学社会科学版),2006,1:119-121.
[34]M.W.Someren,Y.F.Barnard,J.A.C.Sandberg.The Think Aloud Method:A Practical Guide to Modelling Cognitive Processes.London:Academic Press,1994:20-21.
[35]K.A.Ericsson,H.A.Simon.How to Study Thinking in Everyday Life:Contrasting Think-aloud Protocols With Descriptions and Explanations of Thinking.Mind,Culture,and Activity,1998,5(3):178-186.
[36]E.Tulving,D.M.Thomson.Encoding Specificity and Retrieval Processes in Episodic Memory.Psychological Review,1973,80(5):352-373.
[37]J.Park,L.Stoel.Effect of Brand Familiarity,Experience and Information on Online Apparel Purchase.International Journal of Retail&Distribution Management,2005,33(2):148-160.
[38]C.Sherman,D.Arthur.Consumption-related Values and Product Placement:The Effect of Cultivating Fashion Consciousness on The Appeal of Brands in Reality Television.Advances in Consumer Research,2012,40:526-531.
[39]T.K.Hoppmann.Examining The"Point of Frustration".The Think-aloud Method Applied to Online Search Tasks.Quality&Quantity,2009,43(2):211-224.
[40]D.R.John,A.B.Monga.Brand Concept Maps:A Methodology for Identifying Brand Association Networks.Journal of Marketing Research,2006,43(4):549-563.
[41]J.Scott,M.Craig-Lees.Audience Engagement and Its Effects on Product Placement Recognition.Journal of Promotion Management,2010,16(1-2):39-58.
[42]N.Bhatnagar,F.Wan.Is Self-character Similarity Always Beneficial?The Moderating Role of Immersion in Product Placement Effects.Journal of Advertising,2011,40(2):39-50.
[43]B.Gillespie,J.Joireman,D.D.Muehling.The Moderating Effect of Ego Depletion on Viewer Brand Recognition and Brand Attitudes Following Exposure to Subtle versus Blatant Product Placements in Television Programs.Journal of Advertising.2012,41(2):55-65.
[44]M.A.Wiles,A.Danielova.The Worth of Product Placement in Successful Films:An Event Study Analysis.Journal of Marketing,2009,73(4):44-63.
[2]C.Rumpf,B.No3l,C.Breuer,D.Memmert.The Role of Context Intensity and Working Memory Capacity in The Consumer's Processing of Brand Information in Entertainment Media.Psychology&Marketing,2015,32(7):764-770.
[3]丁锦红,张钦,郭春彦.认知心理学.北京:中国人民大学出版社,2010:41-45.
[4]安德森.认知心理学及其启示.秦裕林,程瑶,周海燕等译.北京:人民邮电出版社,2012:133-173.
[5]J.A.Edell,K.L.Keller.The Information Processing of Coordinated Media Campaigns.Journal of Marketing Research,1989,26(2):149-163.
[6]J.W.Hutchinson,D.L.Moore.Issues Surrounding The Examination of Delay Effects in Advertising.Advances in Consumer Research,1984,11(1):650-655.
[7]K.L.Keller.Memory Factors in Advertising:The Effect of Advertising Retrieval Cues on Brand Evaluations.Journal of Consumer Research,1987,14(3):316-333.
[8]S.E.Heckler,K.L.Keller,M.J.Houston,et al.Building Brand Knowledge Structures:Elaboration and Interference Effects on The Processing of Sequentially Advertised Brand Benefit Claims.Journal of Marketing Communications,2014,20(3):176-196.
[9]W.E.Baker,H.Honea,C.A.Russell.Do Not Wait to Reveal The Brand Name:The Effect of Brand-name Placement on Television Advertising Effectiveness.Journal of Advertising,2004,33(3):77-85.
[10]K.A.Braun-La Tour,M.S.La Tour.Assessing The Long Impact of A Consistent Advertising Campaign on Consumer Memory.Journal of Advertising,2004,33(2):49-61.
[11]E.Bressoud,J.M.Lehu,C.A.Russell.Integrating Placement and Audience Characteristics to Assess The Recall of Product Placements in Film:Findings from A Field Study[Z].The 7th International Conference on Research in Advertising(ICORIA),Antwerp,Belgique,2008.[2018-04-30]https://www.researchgate.net/publication/46478748_Integrating_placement_and_audience_characteristics_to_assess_the_recall_of_product_placements_in_film_findings_from_a_field_study.
[12]D.E.Delorme,L.N.Reid.Moviegoers'Experiences and Interpretations of Brands in Films Revisited.Journal of Advertising,1999,28(2):71-95.
[13]T.B.Cornwell.State of The Art and Science in Sponsorship-linked Marketing.Journal of Advertising,2008,37(3):41-55.
[14]宋思根.植入式广告延时记忆及启动效应研究.现代财经,2013,8:78-89.
[15]S.K.Balasubramanian,J.A.Karrh,H.Patwardhan.Audience Response to Product Placements:An Integrative Framework and Future Research Agenda.Journal of Advertising,2006,35(3):115-141.
[16]M.Lee,R.J.Faber.Effects of Product Placement in On-line Games on Brand Memory:A Perspective of The Limited-capacity Model of Attention.Journal of Advertising,2007,36(4):75-90.
[17]J.Matthes,W.Wirth,C.Schemer,et al.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.Journal of Advertising,2011,40(4):85-99.
[18]M.L.Roehm,H.A.Roehm,D.S.Boone.Plugs versus Placements:A Comparison of Alternatives for Within-program Brand Exposure.Psychology&Marketing,2004,21(1):17-28.
[19]M.Yang,D.R.Roskos-Ewoldsen.The Effectiveness of Brand Placements in The Movies:Levels of Placements,Explicit and Implicit Memory,and Brand-choice Behavior.Journal of Communication,2007,57(3):469-489.
[20]J.R.Anderson.A Spreading Activation Theory of Memory.Journal of Verbal Learning&Verbal Behavior,1983,22(3):261-295.
[21]潘毅.基于工作记忆内容的视觉注意.心理科学进展,2010,2:210-219.
[22]M.Ruz,J.Lupianez.A Review of Attentional Capture:On Its Automaticity and Sensitivity to Endogenous Control.Psicologica,2002,23:283-309.
[23]P.B.Gupta,K.R.Lord.Product Placement in Movies:The Effect of Prominence and Mode on Audience Recall.Journal of Current Issues&Research in Advertising,1998,20(1):47-59.
[24]C.A.Russell.Investigating The Effectiveness of Product Placements in Television Shows:The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude.Journal of Consumer Research,2002,29(3):306-318.
[25]J.M.Lehu,E.Bressoud.Recall of Brand Placement in Movies:Interactions between Prominence and Plot Connection in Real Conditions Of Exposure.Recherche et Applications en Marketing,2009,24(1):7-26.
[26]E.Bressoud,J.M.Lehu,and C.A.Russell.The Product Well Placed:The Relative Impact of Placement and Audience Characteristics on Placement Recall.Journal of Advertising Research,2010,50(4):374-385.
[27]R.T.Wilson,B.D.Till.Product Placements in Movies and on Broadway.International Journal of Advertising,2011,30(3):373-398.
[28]N.Dens,P.D.Pelsmacker,M.Wouters,et al.Do You Like What You Recognize?The Effects of Brand Placement Prominence and Movie Plot Connection on Brand Attitude as Mediated by Recognition.Journal of Advertising,2012,41(3):35-54.
[29]B.Kamleitner,A.K.Jyote.How Using versus Showing Interaction between Characters and Products Boosts Product Placement Effectiveness.International Journal of Advertising,2013,32(4):633-653.
[30]C.A.Russell.Toward A Framework of Product Placement:Theoretical Propositions.Advances in Consumer Research,1998,25(1):357-362.
[31]A.B.Aylesworth,S.B.Mackenzie.Context Is Key:The Effect of Program-induced Mood on Thoughts about The Advertise.Journal of Advertising,1998,27(2):17-31.
[32]H.F.Lin.The Effect of Product Placement on Persuasion for Mobile Phone Games.International Journal of Advertising,2014,33(1):37-60.
[33]李贤,余嘉元.国内外学者视角中的口语报告方法.苏州大学学报(哲学社会科学版),2006,1:119-121.
[34]M.W.Someren,Y.F.Barnard,J.A.C.Sandberg.The Think Aloud Method:A Practical Guide to Modelling Cognitive Processes.London:Academic Press,1994:20-21.
[35]K.A.Ericsson,H.A.Simon.How to Study Thinking in Everyday Life:Contrasting Think-aloud Protocols With Descriptions and Explanations of Thinking.Mind,Culture,and Activity,1998,5(3):178-186.
[36]E.Tulving,D.M.Thomson.Encoding Specificity and Retrieval Processes in Episodic Memory.Psychological Review,1973,80(5):352-373.
[37]J.Park,L.Stoel.Effect of Brand Familiarity,Experience and Information on Online Apparel Purchase.International Journal of Retail&Distribution Management,2005,33(2):148-160.
[38]C.Sherman,D.Arthur.Consumption-related Values and Product Placement:The Effect of Cultivating Fashion Consciousness on The Appeal of Brands in Reality Television.Advances in Consumer Research,2012,40:526-531.
[39]T.K.Hoppmann.Examining The"Point of Frustration".The Think-aloud Method Applied to Online Search Tasks.Quality&Quantity,2009,43(2):211-224.
[40]D.R.John,A.B.Monga.Brand Concept Maps:A Methodology for Identifying Brand Association Networks.Journal of Marketing Research,2006,43(4):549-563.
[41]J.Scott,M.Craig-Lees.Audience Engagement and Its Effects on Product Placement Recognition.Journal of Promotion Management,2010,16(1-2):39-58.
[42]N.Bhatnagar,F.Wan.Is Self-character Similarity Always Beneficial?The Moderating Role of Immersion in Product Placement Effects.Journal of Advertising,2011,40(2):39-50.
[43]B.Gillespie,J.Joireman,D.D.Muehling.The Moderating Effect of Ego Depletion on Viewer Brand Recognition and Brand Attitudes Following Exposure to Subtle versus Blatant Product Placements in Television Programs.Journal of Advertising.2012,41(2):55-65.
[44]M.A.Wiles,A.Danielova.The Worth of Product Placement in Successful Films:An Event Study Analysis.Journal of Marketing,2009,73(4):44-63.