An Empirical Study On How Brand Affect Assessment Is Influenced By The Presentation Of Product Placement

As the film placement was used extensively in practice, the relatedresearch on effects and factors had gradually become the focus of thisresearch field. However, most existing studies were on the basis of theypothesis of “consumer completely rational”. This assumption ignored theemotional impact of perferences, such as”consumers often like a product orbrand just because of a movie star”. What the effects of product placementresearches mainly focused on the brand memory, brand attractiveness,as wellas willingness to purchase and so on. It is obviously that previous studies lackof systematic theretical evaluation framework. Untill now, product placementstill has an argument, which aslo gives a challenge to the companies how toimplant brand in films or TV. Managers begin to realize how to choose the rightfilm and presentation to enable consumers who form positive evaluation on thebrand, as well as bring to subsidiary interests. In view of the shortage ofprevious theoretical research, this paper contemped to do research on howbrand affect assessment is influenced by the presentation of productplacement, under the guidance of intuitive decision, framing effects andemotional assessment based on the”bounded rationality”.Reviewed on prvious research and framing effect, the paper choose theplacement presentation of the main variables.Then followed by the “boundedrationality”, decision-making and affect assessment theroy, based on theexisting effects research, selent the brand emotional assessment as evaluationsystem. At last, construct the theretical model of product placementpresentation to brand affect assessment.The data was collected through psychology experiment that designedsixteen experimental scenes and carried out by one hundrend and fortyundergraduates. Then used SPSS for data processing and tested thetheoretical model. Finally come to the following cunclusions.Firstly, different placement presentation will lead to different brand affect assessment, including cognitive effects, emotion effects and conative efffects.Theoretically speaking, plot implantation is the best choice, but in practicemarketing objectives and promotional costs should be taken to consideration,in order to make a satisfactory choice.Secondly, framing effect is the fundamental mechanism of placementpresentation influencing the brand affect assessment. Besides, pruductcategery, brand awareness, attitudes to the films and placement advertisementwill also affect the assessment.Finally, the implant effect and contribution to the brand building is notsignificant, so it just one of the brand promotion means. In practice, companiesshould make use of the plant chance, and pay more attention to the integratedmarketing communication.