题名

信以為真的神奇作用：以錯誤記憶為戲劇節目置入手法的機制效果

并列篇名

The Magic of Believing: The False Memory Effect of Product Placement in Dramas

DOI

10.6226/NTUMR.201812_28(3).0004

作者

陳怡如(Yi-Ju Chen)；周軒逸(Hsuan-Yi Chou)

关键词

戲劇節目 ； 置入性行銷 ； 錯誤記憶 ； dramas ； product placement ； false memory

期刊名称

臺大管理論叢

卷期/出版年月

28卷3期（2018 / 12 / 01）

页次

107 - 143

内容语文

繁體中文;英文
中文摘要

越來越多企業投入台灣戲劇節目進行置入性行銷，然過去研究討論的作用機制多侷限於情感移轉，本文則聚焦於錯誤記憶，探討觀眾是否有可能在收看戲劇節目中的產品置入畫面後，隨時間的經過，而誤以為自己也曾經使用過該產品。實驗結果發現：（1）高圖像化的置入形式，可增加無產品經驗觀眾的錯誤記憶，進而產生較佳的產品態度；（2） 經時間推移，錯誤記憶較真實經驗組，有更好的產品態度、態度強度與購買意願；（3）戲劇涉入會強化高圖像化置入的產品態度效果；（4）正向劇情置入相較於負向，更易產生錯誤記憶；（5）透過喜愛度高的演員傳遞置入訊息，可引發錯誤記憶及較佳產品態度；（6）高圖像化置入的錯誤記憶和產品態度效果，只存於正向劇情或演員喜愛度高的情況。
英文摘要

Many companies place their brand products in Taiwanese dramas. Most studies discuss the effect mechanism of product placement only in terms of affective transfer. Focusing on false memory, this study explores whether audiences adopt the mistaken belief that they have used a product after seeing it placed in a drama. The results of two experiments reveal the following. (1) High-imagery placement increases false memories in audience members who have never used the placed product and generates more favorable product attitudes. (2) As time goes by, the false memory group generates more favorable product attitudes, greater attitude strength, and higher purchase intentions than does the real experience group of using the product. (3) Drama involvement strengthens the product attitude effects of high-imagery placement. (4) Placing products in emotionally positive plots is more likely to lead to false memories than placement in emotionally negative plots. (5) Product messages delivered by the audience's favorite actors induce false memories and more favorable products attitudes. (6) The false memory and product attitude effects generated by high-imagery placement occur only when emotionally positive plots and the audience's favorite actors are involved.
主题分类 基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 經濟學
社會科學 > 財金及會計學
社會科學 > 管理學
参考文献
  1. 何淑熏、楊毓婷、李睿豪、李東霖(2009)。電玩遊戲的置入性行銷對玩家記憶效果之研究。輔仁管理評論，16(3)，99-114。
    連結：
  2. 巫喜瑞、梁榮達(2007)。產品置入策略與置入溝通效果間關係之研究。中華傳播學刊，12，131-164。
    連結：
  3. 徐振興、黃甄玉(2005)。產品訊息疑似置入電視偶像劇之研究。中華傳播學刊，8，65-114。
    連結：
  4. 曾忠蕙(2015)。品牌標語的促發效應之研究－以消費者內心修正機制觀點為基礎。臺大管理論叢，26(1)，125-152。
    連結：
  5. 蔡明達、盧懿岑(2012)。電視消費關聯性對於來源國印象與品牌態度影響之研究－以韓國電視劇集為例。行銷評論，9(4)，417-441。
    連結：
  6. Balasubramanian, S. K.(1994).Beyond advertising and publicity hybrid messages and public policy issue.Journal of Advertising,23(4),29-46.
  7. Balasubramanian, S. K.,Karrh, J. A.,Patwardhan, H.(2006).Audience response to product placements: An integrative framework and future research agenda.Journal of Advertising,35(3),115-141.
  8. Baron, R. M.,Kenny, D. A.(1986).The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.Journal of Personality and Social Psychology,51(6),1173-1182.
  9. Bernstein, D. M.,Laney, C.,Morris, E. K.,Loftus, E. F.(2005).False memories about food can lead to avoidance.Social Cognition,23(1),11-34.
  10. Boninger, D. S.,Krosnick, J. A.,Berent, M. K.(1995).Origins of attitude importance: Self-interest, social identification, and value relevance.Journal of Personality and Social Psychology,68(1),61-80.
  11. Brainerd, C. J.,Reyna, V. F.(1998).Fuzzy-trace theory and children's false memories.Journal of Experimental Child Psychology,71(2),81-129.
  12. Brainerd, C. J.,Stein, L. M.,Silveira, R. A.,Rohenkohl, G.,Reyna, V. F.(2008).How does negative emotion cause false memories?.Psychological Science,19(9),919-925.
  13. Braun, K. A.,Ellis, R.,Loftus, E. F.(2001).Make my memory: How advertising can change our memories of the past.Psychology & Marketing,19(1),1-23.
  14. Cornwell, T. B.,Weeks, C. S.,Roy, D. P.(2005).Sponsorship-linked marketing: Opening the black box.Journal of Advertising,34(2),21-42.
  15. Deese, J.(1959).On the prediction of occurrence of particular verbal intrusions in immediate recall.Journal of Experimental Psychology,58(1),17-22.
  16. Duke, C. R.,Carlson, L.(1993).A conceptual approach to alternative memory measures for advertising effectiveness.Journal of Current Issues & Research in Advertising,15(2),1-14.
  17. Edell, J. A.,Burke, M. C.(1987).The power of feelings in understanding advertising effects.Journal of Consumer Research,14(3),421-433.
  18. Elder, R. S.,Krishna, A.(2012).The visual depiction effect in advertising: Facilitating embodied mental simulation through product orientation.Journal of Consumer Research,38(6),988-1003.
  19. Geraerts, E.,Bernstein, D. M.,Merckelbach, H.,Linders, C.,Raymaekers, L.,Loftus, E. F.(2008).Lasting false beliefs and their behavioral consequences.Psychological Science,19(8),749-753.
  20. Graf, P.,Schacter, D. L.(1985).Implicit and explicit memory for new associations in normal and amnesic subjects.Journal of Experimental Psychology: Learning, Memory, and Cognition,11(3),501-518.
  21. Grove, W. R.,Prapavessis, H.(1992).Preliminary evidence for the reliability and validity of an abbreviated profile of mood states.International Journal of Sport Psychology,23(2),93-109.
  22. Gupta, P. B.,Gould, S. J.(1997).Consumers' perceptions of the ethics and acceptability of product placements in movies: Product category and individual differences.Journal of Current Issues & Research in Advertising,19(1),37-50.
  23. Gupta, P. B.,Lord, K. R.(1998).Product placement in movies: The effect of prominence and mode on audience recall.Journal of Current Issues & Research in Advertising,20(1),47-59.
  24. Heaps, C. M.,Nash, M.(2001).Comparing recollective experience in true and false autobiographical memories.Journal of Experimental Psychology: Learning, Memory, and Cognition,27(4),920-930.
  25. Hege, A. C. G.,Dodson, C. S.(2004).Why distinctive information reduces false memories: Evidence for both impoverished relational-encoding and distinctiveness heuristic accounts.Journal of Experimental Psychology: Learning, Memory, and Cognition,30(4),787-795.
  26. Hong, S.,Wang, Y. J.,Santos, G. D. L.(2008).The effective product placement: Finding appropriate methods and contexts for the higher brand salience.Journal of Promotion Management,14(1-2),103-120.
  27. Hunt, R. R.,McDaniel, M. A.(1993).The enigma of organization and distinctiveness.Journal of Memory and Language,32(4),421-445.
  28. Kamal, A. N.,Berry, D. M.(2015).Effects of music genre and music tempo on false memory formation.Asian Journal of Natural & Applied Sciences,4(2),42-55.
  29. Kamleitner, B.,Jyote, A. K.(2013).How using versus showing interaction between characters and products boosts product placement effectiveness.International Journal of Advertising,32(4),633-653.
  30. Kensinger, E. A.(2009).Remembering the details: Effects of emotion.Emotion Review,1(2),99-113.
  31. Kensinger, E. A.,Schacter, D. L.(2006).When the Red Sox shocked the Yankees: Comparing negative and positive memories.Psychonomic Bulletin and Review,13(5),757-763.
  32. Kopelman, M. D.(1999).Varieties of false memory.Cognitive Neuropsychology,16(3-5),197-214.
  33. Kyle, G.,Absher, J.,Norman, W.,Hammitt, W.,Jodice, L.(2007).A modified involvement scale.Leisure Studies,26(4),399-427.
  34. Lakshmanan, A.,Krishnan, H. S.(2009).How does imagery in interactive consumption lead to false memory? A reconstructive memory perspective.Journal of Consumer Psychology,19(3),451-462.
  35. LaTour, K. A.,LaTour, M. S.,Brainerd, C.(2014).Fuzzy trace theory and "smart" false memories: Implications for advertising.Journal of Advertising,43(1),3-17.
  36. Law, S.,Braun, K. A.(2000).I'll have what she's having: Gauging the impact of product placements on viewers.Psychology & Marketing,17(12),1059-1075.
  37. Levine, L.,Bluck, S.(2004).Painting with broad strokes: Happiness and the malleability of event memory.Cognition and Emotion,18(4),559-574.
  38. Martin, L. L.(Ed.),Clore, G. L.(Ed.)(2001).Theories of Mood and Cognition: A User's Guidebook.Mahwah, NJ:Erlbaum.
  39. Mathur, M.,Chattopadhyay, A.(1991).The impact of moods generated by television programs on responses to advertising.Psychology & Marketing,8(1),59-77.
  40. McCabe, D. P.,Smith, A. D.(2002).The effect of warnings on false memories in young and older adult.Memory and Cognition,30(7),1065-1077.
  41. McDermott, K. B.(1996).The persistence of false memories in list recall.Journal of Memory and Language,35(2),212-230.
  42. Moorman, M.,Neijens, P. C.,Smit, E. G.(2007).The effects of program involvement on commercial exposure and recall in a naturalistic setting.Journal of Advertising,36(1),121-137.
  43. Moorman, M.,Willemsen, L. M.,Neijens, P. C.,Smit, E. G.(2012).Programinvolvement effects on commercial attention and recall of successive and embedded advertising.Journal of Advertising,41(2),25-38.
  44. Payne, D. G.,Elie, C. J.,Blackwell, J. M.,Neuschatz, J. S.(1996).Memory illusions: Recalling, recognizing, and recollecting events that never occurred.Journal of Memory and Language,35(2),261-285.
  45. Peters, S.,Leshner, G.(2013).Get in the game: The effects of game-product congruity and product placement proximity on game players' processing of brands embedded in advergames.Journal of Advertising,42(2-3),113-130.
  46. Petty, R. E.,Cacioppo, J. T.,Schumann, D.(1983).Central and peripheral routes to advertising effectiveness: The moderating role of involvement.Journal of Consumer Research,10(2),135-146.
  47. Petty, R. E.,Krosnick, J. A.(1995).Attitude Strength: Antecedents and Consequences.Mahwah, NJ:Erlbaum.
  48. Rajagopal, P.,Montgomery, N. V.(2011).I imagine, I experience, I like: The false experience effect.Journal of Consumer Research,38(3),578-594.
  49. Reinhard, M. A.,Messner, M.,Sporer, S. L.(2006).Explicit persuasive intent and its impact on success at persuasion - the determining roles of attractiveness and likeableness.Journal of Consumer Psychology,16(3),249-259.
  50. Roediger, H. L., III,Jacoby, J. D.,McDermott, K. B.(1996).Misinformation effects in recall: Creating false memories through repeated retrieval.Journal of Memory and Language,35(2),300-318.
  51. Roediger, H. L., III,McDermott, K. B.(1995).Creating false memories: Remembering words not preseted in lists.Journal of Experimental Psychology: Learning, Memory, and Cognition,21(4),803-814.
  52. Roediger, H. L., III,Watson, J. M.,McDermott, K. B.,Gallo, D. A.(2001).Factors that determine false recall: A multiple regression analysis.Psychonomic Bulletin & Review,8(3),385-407.
  53. Ruci, L.,Tomes, J. L.,Zelenski, J. M.(2009).Mood-congruent false memories in the DRM paradigm.Cognition and Emotion,23(6),1153-1165.
  54. Russell, C. A.(1998).Toward a framework of product placement: Theory propositions.Advances in Consumer Research,25,357-362.
  55. Russell, C. 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,29(3),306-318.
  56. Russell, C. A.,Belch, M.(2005).A managerial investigation into the product placement industry.Journal of Advertising Research,45(1),73-92.
  57. Rusting, C. L.(1999).Interactive effects of personality and mood on emotion-congruent memory and judgment.Journal of Personality and Social Psychology,77(5),1073-1086.
  58. Rusting, C. L.,DeHart, T.(2000).Retrieving positive memories to regulate negative mood: Consequences for mood-congruent memory.Journal of Personality and Social Psychology,78(4),737-752.
  59. Sachs, J. S.(1967).Recognition memory for syntactic and semantic aspects of connected discourse.Perception & Psychophysics,2(9),437-442.
  60. Sar, S.,Nan, X.,Myers, J. R.(2010).The effects of mood and advertising context on ad memory and evaluations: The case of a competitive and a non-competitive ad context.Journal of Current Issues & Research in Advertising,32(2),1-9.
  61. Schacter, D. L.,Norman, K. A.,Koutstaal, W.(1998).The cognitive neuroscience of constructive memory.Annual Reviews of Psychology,49,289-318.
  62. Schlosser, A. E.(2006).Learning through virtual product experience: The role of imagery on true versus false memories.Journal of Consumer Research,33(3),377-383.
  63. Schneider, L. P.,Systems, B.,Cornwell T. B.(2005).Cashing in on crashes via brand placement in computer games: The effects of experience and flow on memory.International Journal of Advertising,24(3),321-343.
  64. Smith, S. M.,Gleaves, D. H.,Pierce, B. H.,Williams, T. L.,Gilliland, T. R.,Gerkens, D. R.(2003).Eliciting and comparing false and recovered memories: An experimental approach.Applied Cognitive Psychology,17,251-279.
  65. Stafford, M. R.,Stafford, T. F.,Day, E.(2002).A contingency approach: The effects of spokesperson type and service type on service advertising perceptions.Journal of Advertising,31(2),17-35.
  66. Storbeck, J.,Clore, G. L.(2005).With sadness comes accuracy; With happiness, false memory: Mood and the false memory effect.Psychological Science,16(10),785-791.
  67. Swinyard, W. R.(1993).The effects of mood, involvement, and quality of store experience on shopping intentions.Journal of Consumer Research,20(2),271-280.
  68. Tavassoli, N. T.,Shultz, C. J.,Fitzsimons, G. J.(1995).Program involvement: Are moderate levels best for ad memory and attitude toward the ad?.Journal of Advertising Research,35(5),61-72.
  69. Tellis, G. J.(Ed.),Ambler, T.(Ed.)(2007).The SAGE Handbook of Advertising.London, United Kingdom:Sage.
  70. Tormala, Z. L.,Clarkson, J. J.,Petty, R. E.(2006).Resisting persuasion by the skin of one's teeth: The hidden success of resisted persuasive messages.Journal of Personality & Social Psychology,91(3),423-435.
  71. Zaichkowsky, J. L.(1985).Measuring the involvement construct.Journal of Consumer Research,12(3),341-352.
  72. Zuweink, J. R.,Devine, P. G.(1996).Attitude importance and resistance to persuasion: It's not just the thought that counts.Journal of Personality and Social Psychology,70(5),931-944.
  73. 邱銘章(2007)。記憶與記憶障礙。Acta Neurologica Taiwanica，16(4)，242-250。
  74. 楊佳純(2010)。一眼瞬間：以內隱記憶探討產品置入效果。犢：傳播與科技，2，4-22。
print cancel