The Effects of Product Placement in Fictitious Literature on Consumer Purchase Intention
通过三个实验测试短篇小说中的品牌产品植入是否影响消费者在图片或文字格式下的购买选择，发现文字格式下品牌产品被更频繁、更快速地选中，但图片格式下无显著影响。
ABSTRACT Three experiments tested whether brand‐name products placed in a short story would be more often selected when two identical products with different brand names were presented in either a picture or text format in forced choice purchase intention and placement recognition tests. In Experiments 1a and 1b, there was no significant influence of product placement in a pictorial purchase intention task. However, in Experiments 2a and 2b, a reliable and equal level of recognition memory was observed, regardless of whether the products were presented in a picture (Exp. 2a) or text (Exp. 2b) format. In Experiment 3, the products were presented in a text format in the purchase intention task and participants more often and more quickly chose the brand‐name product from the story. At a practical level, these results suggest some limits to the usefulness of product placement in text.