臺灣博碩士論文加值系統

置入性行銷已經探討了許多年，然而對於產品涉入的干擾效果卻一直未有清楚敘述。置入性行銷對於行銷人員來說，是一項很好的行銷工具，而先前相關的研究中，所探討的產品置入的重心均放在置入的方式與置入的效果，本研究將加入”產品涉入”作為干擾變數，去了解產品涉入是否會對於置入產品的手法與置入的效果產生影響。本研究使用實驗設計檢定假說，即2( 情節連結度高低 ) × 2 ( 出現頻率高低 ) × 2 ( 產品涉入程度高低 )來處理。所發現的研究結果如下：
1.高度產品涉入下，置入產品出現的頻率越高，消費者對於該品牌會有較佳的品牌回憶度，證實產品涉入的干擾效果存在。
2.高度產品涉入下，情節連結度越高，消費者對於該品牌的態度越好。
3.高度產品涉入下，高情節連結度與高出現頻率的交互效果會帶來更佳的品牌態度。另一方面來說，低度產品涉入由於沒有動機去處理產品訊息，他們會容易受到劇情或演員的表現所吸引，而忽略所置入的產品。

The subject of product involvement has been discussed for many years. However, a clear statement about the moderate effect on product placement has yet to come. For decades, product placement has been a popular marketing tool. The purpose of this study is to examine the moderate effect of product involvement on the manipulated placement toward the brand recall and attitude.
The hypotheses are tested by using a 2 (plot connection ---high and low) × 2 (frequency---high and low) × 2(product involvement---high and low) factorial design. The results of the study are as follows:
1. In the case of High-level product involvement, consumers have better memory about the placed brand under frequent exposure, which confirms the moderate effect of product involvement does exist.
2. Under high-level product involvement, brand attitudes can be improved with high plot connection, which indicates that the moderate effect of product involvement does exist.
3. The interaction effect between high plot connection and high exposure generate positive brand attitudes under high product involvement. On the other hand, for low-level product involvement consumers cannot concentrate on product information. They are more attracted, as well as intrigued, by the plot or the performance of actors/ actress in the film.

CHAPTER 1 INTRODUCTION
1.1 Motives and Purposes
1.2 Organizational Structure
CHAPTER 2 LITERATURE REVIEW
2.1 Product Placement
2.2 Frequency
2.3 Product Involvement
2.4 Plot Connection
2.5 Brand Attitude
2.6 Learning and Memory
CHAPTER 3 RESEARCH METHOD
3.1 Conceptual Framework and Hypotheses
3.2 Definition and Measures of Variables
3.3 Questionnaire Design
3.4 Sampling procedure
3.5 Data Collection
CHAPTER 4 ANALYSES
4.1 Sample Characteristics
4.2 Reliability and Validity
4.3 Results
4.4 Discussion
CHAPTER 5 CONCLUSION
5.1 Major Findings and Implications
5.2 Contribution
5.3 Limitations and Suggestions for Future Research
REFERENCES

Aaker, David A.(1991), “Managing Brand Equity: Capitalizing on the Value of a Brand Name”, New York, NY: The Free Press.
Aaker, David A., and Carmen, James M. (1982), “Are You Overadvertising? ,” Journal of Advertising Research, Vol. 22, pg. 57-70.
Parkin, Alan J. (1993), Memory: Phenomena, Experiment and Theory, Blackwell, Oxford UK & Cambridge USA.
Allen, Chris T., and Thomas J. Madden (1985), ”A Closer Look at Classical Conditioning,” Journal of Consumer Research, Vol. 12, pg. 301-323.
Andrews, J. Craig; Durvasula, Srinivas and Aknter, Syed H. (1990), ”A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research,” Journal of Advertising, Vol. 19, pg. 27-39.
Atkinson, R. C., and Shiffrin, R.M. (1968), “Human Memory: A Proposed System and its Control Processes.”, The Psychology of Learning and Motivation: Advances in Research and Theory, Vol. 2, pg. 89-195, New York: Academic Press.
Avery, J. Rosemary, and Ferraro, Rosellina (2000), “Verisimilitude or Advertising? Brand Appearance on Prime-Time Television,” Journal of Consumer Affairs, Vol. 34, pg. 217-244.
Balasubramanian, Siva K. (1994), “Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues,” Journal of Advertising, Vol. 23, pg. 29-36.
Bandura, Albert(1971), Psychological Modeling: Conflicting Theories, Chicago, IL: Aldine Atherton.
Barbin, L. A. and Carder, S. T. (1996), “Viewers’ Recognition of Brands Placed within a Film,” International Journal of Advertising, Vol. 15, pg. 140-151.
Bierley, Calvin, McSweeney, Frances K. and Vannieuwkerk, Renee (1985), “Classical Conditioning of Preferences for Stimuli,” Journal of Consumer Research, Vol. 12, pg. 316-323.
Bloch, Petter H.(1981), “An Exploration into the Scaling of Consumers’ Involvement With a Product Class,” Advances in Consumer Research, Vol. 6, pg. 61-65.
Bloxham, Mike (1998), “Brand Affinity and Television Programme Sponsorship,” International Journal of Advertising, Vol. 17, pg. 89-98.
Bollen, Kenneth. A. (1989), “A New Incremental Fit Index for General Structural Equation Models,” Social Methods and Research, Vol. 17, pg. 303-316.
Bowen, Lawrence and Chaffee, Steven H. (1974), “Product Involvement and Pertinent Advertising Appeals,” Journalism Quarterly, Vol. 51, pg. 613-621.
Browne, M. W., and Mels, G. (1990), RAMONA User’s Guide, Columbus: Department of Psychology, Ohio State University.
Burke, Raymond R., and Srull, Thomas K. (1998), ”Competitive Interference and Consumer Memory for Advertising”, Journal of Consumer Research, Vol.15, June, pg. 55-68..
Campbell, Margaret C., and Kirmani, Amna (2002), “Consumers’ Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent,” Journal of Consumer Research, Vol. 27, pg. 69-73.
Cannon, Hugh M. and Riordan, Edward A.(1994), ”Effective Reach and Frequency : Does Is Really Make Sense? ,” Journal of Advertising Research, Mar/Apr, Vol. 34 Issue 2, pg.19-28.
Cho, Chang H. (1999), “How Advertising Works on WWW: Copy-testing and Audience Processing”, Dissertation of the University of Texas at Austin.
d’Astous, Alain and Seguin, Nathalie(1999), “Consumer Reactions to Product Placement Strategies in Television Sponsorship,” Journal of Advertising, Vol. 28, pg. 71-95.
Day, George S. (1970), Buyer Attitudes and Brand Choice, New York; Free Press.
DeLorme, Denise E. and Reid, Leonard N. (1999), “Moviegoers’ Experiences and Interpretations of Brands in Films Revisited,” Journal of Advertising, Summer, Vol. 28 Issue 2, pg. 71-95.
D’Souza, Giles and Rao, Ram C. (1995), “Can Repeating an Advertisement More Frequently Than the Competition Affect Brand Preference in a Mature Market?”, Journal of Marketing, Vol. 59, pg. 32-42.
Eisenstein, P.A. (1997), ”Vehicles that Really Perform,“ World Traveler, Vol.18, pg. 23.
Elliott, Stuart (1992), “Product Placement Is Under New Attack,” New York Times (Late Edition (East Coast)), New York, N.Y.: Sep 2, pg. D4.
Fishbein, M., “An Investigation of the Relationship Between Beliefs About an Object and the Attitude Toward that Object,” Human Relation, Vol. 16, pg. 233-240.
Friestad, Marian and Wright, Peter (1995), “The Persuasion Knowledge Model: How People Cope with Persuasion Attempts,” Journal of Consumer Research, Vol. 11, pg. 927-938.
Gorn, Gerald J. (1982), “The Effects of Music in Advertising On Choice Behavior: A Classical Conditioning Approach,” Journal of Marketing, Vol. 46, pg. 94-101.
Gould, Stephen J., Gupta, Pola B, Sonja Grabner-Krauter (2000), ”Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumer’s Attitudes Toward This Emerging, International Promotional Medium”, Journal of Advertising: winter, Vol. 29, pg. 41-58.
Grover, Ronald, Lowry, Tom, Khermouch, Gerry, Edwards, Cliff and Foust, Dean (2004), ” Can Mad Ave. Make Zap-Proof Ads? ,” Business Week, Feb 2 Issue 3868, pg. 36-37.
Guilford, D. and Chura, H. (1999), “BMW Loads Up Bond Push to Precede Film Premiere,” Advertising Age, Vol. 1, pg. 12.
Gupta, Pola B. and Gould, Stephen J. (1997), “Consumers’ Perceptions of the Ethics and Acceptaility of Product Placement in Movies: Product Category and Individual Differences,” Journal of Current Issues and Research in Advertising, Vol. 19, pg. 37-49.
Gupta, Pola B. and Lord, Kenneth R. (1998), “Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall,” Journal of Current Issues and Research in Advertising, Vol. 20, pg. 47-59.
Hart, Philip J. (2003), “Product Placement for Dummies: Finding Just the Right Role for an Aspiring Brand Is Getting Easier within Canada’s Booming Film Industry”, Marketing Magazine, May Vol. 108 Issue 17, pg. 21.
Hawkins, Del I., Best, Roger J., and Coney, Kenneth A. (1986), Consumer Behavior : Implications for Marketing Strategy, Plano, Tex. : Business Publications, 3rd Edition.
Hiebing, Roman G., Jr. and Cooper, Scott W. (1990), How to write a successful marketing plan: a disciplined and comprehensive approach, Lincolnwood, Ill., U.S.A. : NTC Business Books, c1990, pg. 198-205.
Holbrook, Morris B. and Grayson, Mark W. (1986), “The Semiology of Cinematic Consumption: Symbolic Consumer Behavior in Out of Africa,” Journal of Consumer Research, Vol. 13, pg. 374-381.
Howard, John A. and Sheth, Jagdish N. (1969), “The Theory of Buyer Behavior,” New York: John Wiley.
Law, Sharmistha and Kathryn Braun A. (2000), “I’ll Have What She’s Having: Gauging the Impact of Product Placements on Viewers”, Psychology & Marketing, Vol. 17, pg. 1059-1075.
Lewicki, Pawel (1986), Non-conscious Social Information Processing, Orlando: Academic Press.
Karrh, James A. (1998), ”Brand Placement: A Review,” Journal of Current Issues and Research in Advertising, Fall98, Vol. 20 Issue 2, p31-50.
Karrh, James A., Frith, Katherine T., and Callison, Coy (2001), “Audience Attitudes towards Brand (Product) Placement: Singapore and the United States,” International Journal of Advertising, Vol. 20, pg. 3-24.
Krugman, Herbert E. (1975), “What Makes Advertising Effective? ,” Harvard Business Review, Mar/Apr75, Vol. 53 Issue 2, pg. 96-108..
Kucharsky, Danny (2003), “Placing a Value on Product Placement,” Marketing Magazine. Toronto: Nov 3, 2003. Vol. 108, Issue 37; pg. 8.
McNatt, Robert and Oleck, Joan (2000), “The Plot Thickens, Like Heinz Ketchup,” Business Week, 14.
Mandese, Joe (2004), Broadcasting & Cable, New York (Dec 13), 134, 18.
Mandler, Jean M. and Johnson, Nancy S. (1977), ”Remembrance of Things Parsed: Story Structure and Recall”, Cognitive psychology, Vol. 9, pg. 111-151.
Mowen, John C. (1995), Consumer behavior, Englewood Cliffs, N.J.: Prentice-Hall, 4th Edition.
Nebenzahl, Israel D. and Secunda, Eugene (1993), “Consumers’ Attitudes toward Product Placement in Movies,” International Journal of Advertising, Vol. 12, pg. 1-11.
Nelson, Michelle (2002), ”Recall of Brand Placements in Computer/ Video Games,” Journal of Advertising Research, Mar/Apr2002, Vol. 42 Issue 2, pg. 80-92.
Nord, Walter R. and J. Paul Peter (1980), “A Behavior Modification Perspective in Marketing,” Journal of Marketing, Vol. 44, pg. 36-47.
Ong, Beng S. and Meri, David (1994), “Should Product Placement in Movie be Banned? ,” Journal of Promotion Management, Vol. 2, pg. 159-175.
Pavolov, Ivan P. (1957) Experimental Psychology, and Other Essays, New York : Philosophical Library.
Petty, Richard E. and Cacioppo, John T. (1981), Attitudes and Persuasion: Classic and Contemporary Approaches, Dubuque, IA: William C. Brown.
Staas, Arthur W. (1996), Behavior and Personality: Psychological Behaviorism, New York: Spring Publishing Company, Inc.
Solomon, Michael R. (2004), Consumer Behavior—Buying, Having, and Being, Sixth Editions, Prentice Hall.
Stuart, Elnora W., Shimp, Terence A. and Engle, Randall W. (1987), “Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context,” Journal of Consumer Research, Vol. 14, pg. 334-349.
Thorndyke, Perry W. (1977), ” Cognitive Structures in Comprehension and Memory of Narrative Discourse,” Cognitive psychology, Vol. 9, pg. 77-110.
Tyebjee, Tyzoon T. (1979), “Refinement of the Involvement Concept: An Advertising Planning Point of View,” Attitudes Research Plays for High Stakes, J. C. Maloney and B. Silverman, eds., Chicago: American Marketing Association, pg. 94-111.
Rathans, A. J., Swasy, J. L., and Marks, L. (1986), “Effects of Television Commercial Repetition,” Journal of Marketing Research, Vol. 23, pg. 50-61.
Roberts, Daniel S. L., Paul S. Cowen, and Brenda E. MacDonald(1996), “Effects of Narrative Structure and Emotional Content on Cognitive and Evaluative Responses to Film and Text,” Empirical Studies of the Arts, Vol. 14, pg. 33-47.
Russell, Cristel A. (2002), ”Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude”, Journal of Consumer Research, Vol. 29, pg. 306-318.
Russell, Cristel A. (1998), “Toward a Framework of Product Placement: Theoretical Propositions”, Advances in Consumer Research, Vol. 25, pg. 357-362.
Robertson, Thomas S., Zielinski, Joan, and Ward, Scott (1984), Consumer Behavior, Glenview, Ill.:Scott, Foresman.
Vollmers, S., and Mizerski, R. (1994), “A Review and Investigation into the Effectiveness of Product Placements in Films,” Conference Proceedings of the 1994 Conference of the American Academy of Advertising, pg. 97-102.
Zaichkowsky, Judith L. (1985), “Measuring the Involvement Consturct,” Journal of Consumer Research, Vol. 12, pg. 341-353.
Zaichkowsky, Judith L. (1986), “Conceptualizing Involvement,” Journal of Advertising, Vol. 15, pg. 4-14.
Zajonc, Robert B. (1996), Social Psychology: An Experimental Approach, Belmont, CA: Brooks/ Cole Publishing Company.