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Efectos de los emplazamientos de marca real y enmascarada en el comportamiento del consumidor: un experimento exploratorio
(Universidad Icesi, 2014-10-01) Vázquez Charolet, Rubén; Cavazos Arroyo, Judith; Alvarado Herrera, Alejandro
Masked brands placement’s effects on consumer behavior have not been empirically compared to those produced by actual brands placements –within unreal content productions. Hence, to compare 2 types of placements, a 3 group true (post-test) experiment was conducted. One of 3 expressly developed versions of a HuevoCartoon animation (manipulating the variable Type of placement) was presented to each group to which, the 183 volunteer participants, were randomly assigned. Participants were asked to answer a questionnaire to measure 7 dependent variables concerning: cognitive, emotional and conative effects produced by the stimuli. Results suggest that the difference in the effectiveness of both types of placements is marginal.