The Nonanalytic Influence of Memory on Product Placement Consequences

Tamara Ansons, University of Michigan, USA
Jason Leboe, University of Manitoba, Canada
In these studies, fluency-based perceptual processing was found to nonanalytically influenced participants’ brand choice ratings after viewing brands during a product placement. Despite manipulating engagement and the activation of persuasion knowledge, which altered the deliberate assessment of the brand, brand choice ratings were guided by the nonanalytic influence of memory.
[ to cite ]:
Tamara Ansons and Jason Leboe (2011) ,"The Nonanalytic Influence of Memory on Product Placement Consequences", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 547-548.