The Role of Brand Predisposed Preferences on the Effectiveness of Product Placement: Comparing Hispanic and Non-Hispanic Moviegoers in the Us

The purpose of this study is to explore to what extent, the level of brand familiarity and a positivity predisposition toward a brand affects the implicit versus explicit product placement on Hispanic moviegoers versus non-Hispanics. For the purpose of this study, the movie “Deadpool” was selected with a total sample size of 616. A national panel was utilized for data collection, and a SEM and ANOVA tests were conducted for Hypothesis testing. A proposed model shows brand familiarity antecedes brand-recall and attitudes toward the brand, which in turns affects the intention to purchase. A brand “predisposed preference” was found to be a stronger antecedent of brand-recall and attitudes, as well as a direct predictor of intention to purchase. When comparing product placement forms, the results showed an explicit brand placement has a greater brand-recall (48%) than the implicit brand placement (26%). Further, it was found that Hispanics were more likely to recall the explicit brand placement when compared to African Americans, Whites, and Asians, in that order.



Citation:

Sindy Chapa, Mengying Zhang, and Alejandro Estrada (2017) ,"The Role of Brand Predisposed Preferences on the Effectiveness of Product Placement: Comparing Hispanic and Non-Hispanic Moviegoers in the Us", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 164-164.

Authors

Sindy Chapa, Florida State University, USA
Mengying Zhang, Florida State University, USA
Alejandro Estrada, Florida State University, USA



Volume

LA - Latin American Advances in Consumer Research Volume 4 | 2017



Share Proceeding

Featured papers

See More

Featured

N5. Mixed Feelings, Mixed Baskets: How Emotions of Pride and Guilt Drive the Relative Healthiness of Sequential Food Choices

Julia Storch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jing Wan, University of Groningen, The Netherlands

Read More

Featured

Public Discourse and Cultural Valorization in the Cancer Marketplace

Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, USA

Read More

Featured

A1. Trusting and Acting on Chance Online

Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.