本科毕业设计（论文）
中英文对照翻译
(此文档为word格式，下载后您可任意修改编辑!)
标题：Fitting product placements: Affective fit and cognitive fit as determinants of consumer evaluations of placed brands
作者：Brian Gillespie，Darrel Muehling，Ioannis Kareklas
期刊：Journal of Business Research，第82卷，90-102页
年份：2018
原文
Fitting product placements: Affective fit and cognitive fit as determinants of consumer evaluations of placed brands Brian
Gillespie，Darrel Muehling，Ioannis Kareklas Abstract
react to中文翻译
Due to increased clutter and consumers' active avoidance of traditional media, marketers have sought alternative means to effectively reach their audiences. One such technique is the use of media-based product placements in narrative. This strategy is often problematic, however, as extant research demonstrates that when consumers are aware of blatant placements, their attitudes toward the placed product may become less, rather than more, favorable. In a series of studies, we develop and test a theoretically-based Product Placement Fit model that recognizes the importance of congruency between consumers' narrative consumption goals and the manner in which products are placed. Results indicate that when product placements are congruent with both the narrative's story structure (cognitive fit) and the affective tones elicited by the narrative (affective fit), more favorable brand attitudes are produced. Further, narrative enjoyment resulting from a product placement mediates the impact of product placement fit on consumers' brand evaluations. Keywords: Product placement, Promotions, Brand evaluations, Fit, Congruence, Narrative enjoyment 1. Introduction In an effort to heighten brand awareness and positively impact sales, marketers frequently overtly integrate their products within narratives (e.g., television and film) so that some attention is drawn to the placed product (Balasubramanian, Karrh,
&Patwardhan, 2006; Poniewozik, 2001; Y oon, Choi, & Song, 2011). These narratives (which now also
include literature, music, video games, and some forms of native advertising) are comprised of events, character interactions, and settings that lead consumers to a state of cognitive and affective processing (Escalas, 2004; Pennington & Hastie, 1986; Shank & Abelson, 1995). The attention drawn from blatant placement of products in narrative may come at a price, however, as extant literature generally suggests that increased consumer awareness of placed products may result in less favorable brand evaluations, due to consumer irritation and/or reluctance to be influenced by marketers' overt attempts to persuade (Cowley & Barron, 2008; Homer, 2009). Higher persuasion knowledge (Friestad & Wright, 1994) is more likely to be evoked by prominent placements (as opposed to more subtle placements) because they attract greater attention and are often easier to recognize as commercially driven (Wei, Fischer, & Main, 2008). As such, it would appear that marketers are faced with a dilemma often referred to as the “product placement paradox” (Ephron, 2003; Homer, 2009; Tiwsakul, Hackley, & Szmigin, 2005). If they place their products prominently (i.e., in more blatant ways), consumers will likely be aware of the placement, but may react negatively (Homer, 2009). If instead, they place their products in less overt (i.e., more subtle) ways, consumers may not even notice the placement, resulting in little if any measurable impact on
consumers' awareness and subsequent evaluations of the placed product (Homer, 2009; Matthes, Sch
emer, & Wirth, 2007). To address this marketplace conundrum, we introduce a theoretically-based conceptual model that recognizes and addresses the needs of both the consumer and the marketer from a product placement perspective. Our model (see Fig. 1) draws from a number of marketing and social psychological theories (to be discussed in greater detail in subsequent sections of the paper), and is based upon the assumption that individuals often consume narratives (e.g., watch television programs or movies, read books, etc.) for self-satisfying, gratification-based reasons (i.e., for enjoyment purposes) (Katz, Blumler, & Gurevitch, 1973). In considering this gratification-based goal of narrative consumption, we introduce and discuss two dimensions of product placements –“cognitive” fit and “affective” fit –which we believe to be key in driving the desired outcomes.
Importantly, the focus of our investigation is on blatant product placements (where brands are placed in narratives in an overt manner) –placements that heretofore have generally been associated with adverse consumer responses. Drawing from relevant theoretical perspectives, we propose that when a product placement is properly aligned with both the narrative structure of the story (i.e., under conditions of high cognitive fit) and with the emotions the narrative elicits at the time of the product placement (i.e., high affective fit), consumers' narrative consumption
goals (i.e., narrative enjoyment) may be more fully realized, leading to more favorable evaluations of th
e blatantly placed product. Before discussing the key components of our model further, we offer a brief review of relevant findings regarding product placement promotions, which are defined as the inclusion of branded products in entertainment media content with the intent to influence consumer attitudes and/or behavior (Russell, 2002). We then present and discuss three empirical studies that were undertaken to establish the viability of our proposed model relationships. Lastly, we discuss the theoretical and practical implications of our work, and offer suggestions for future research on this topic.
2. Conceptual development
2.1. Background
Product placement, also sometimes called brand placement, refers to the integration of a logo, a brand name, or the inclusion of a product, or its packaging in entertainment media (Lehu, 2007). Product placement in narrative includes multiple media formats, including television programs (Russell, 2002), film (Homer, 2009), novels (Brennan, 2008), music (Ferguson & Burkhalter, 2015) and music videos (Burkhalter & Thornton, 2012) among others, and has been demonstrated to impact individuals' cognitive, affective, and conative responses toward placed products.

版权声明：本站内容均来自互联网，仅供演示用，请勿用于商业和其他非法用途。如果侵犯了您的权益请与我们联系QQ:729038198，我们将在24小时内删除。