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篇名 悄悄置入你的心:以概念與知覺促發分析產品置入如何影響觀眾記憶
Quietly into your heart – Analyze the product placement effect from the perspective of conceptual priming and perceptual priming
作者 張婷華,陶振超
中文摘要 產品置入百百種,哪一種效果才好?影響產品置入效果的因素眾多紛雜,但過去研究並未清楚說明置入如何產生效果。此外,產品置入較為隱諱、間接的行銷方式,也使其效果不如傳統廣告般容易測量,據此,「如何產生效果」和「正確測量方法」成為研究產品置入的核心議題。本研究援引心理學領域內隱記憶、促發效果(priming effect)觀點說明產品置入如何影響觀眾,並以知覺促發和概念促發作為產品置入分類架構。最後,運用正確的內隱記憶測量方式檢視知覺促發、概念促發兩種不同形式的置入,比較其記憶效果差異。研究結果可供廣告業者做為設計產品置入時的參考。
英文摘要 Although there’re tons of marketing studies about product placement, there’s still no theoretical framework to explain why does product placement have affect. In addition, product placement selling products with a more indirect and subtle way, it’s hard to measure it correctly. Hence, current study try to cite the concept “implicit memory” and “ priming effect” to explicate how product placement works, and separate different kinds of placement into two category—perceptual priming and conceptual priming. Then, measure them with the correct implicit measurement, to clear up which kind of placement really works.
中文關鍵詞 促發效果(priming)、內隱記憶、產品置入
英文關鍵詞 Perceptual priming, Conceptual priming, Implicit memory, Product placement
發表日期 2011-07-04
授權狀況 已授權
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