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.