Brigitte Naderer|Jörg Matthes|Patrick Zeller
Placing snacks in children's movies: cognitive, evaluative, and conative effects of product placements with character product interaction
University of Vienna|University of Vienna|University of Vienna
type placement integration shown influence placement effects adults however studies explored role character product interaction cpi product placement effects children also lack knowledge moderating role age context therefore exposed n 363 children aged 615 years movie containing placement static placement cpi placement presence placements affected cognitive conative brand outcomes however childrens product memory consumption higher cpi placements compared static placements relevant implication product placement research found brand outcomes independent childrens ages prior movie familiarity suggests childrens developmental stage concerning age mitigate product placement effects implications educators consumer advocates discussed