Hunting and Gathering for Product Placement in Movies: A Visuospatial Approach

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Fichman, Tammy
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University of Guelph

Previous research has shown product placement in movies to be an effective form of advertising. However, the literature does not inform that sex differences in visuospatial abilities may influence product placement effectiveness. The hunter-gatherer theory of visuospatial sex differences was used to explore product placement effectiveness. To explore the possibility that males and females would respectively show greater retention for dynamic and plot-connected product placements, this thesis used moderation, mediated moderation, and serial mediation experimental models to explore the effect of product placement type and sex differences on placement retention and purchase intention via an indirect effect of processing style. This study found that females and males show better retention for plot-connected and dynamic placements, respectively, than for a control. The findings contribute to theoretical as well as substantive literature in the area of efficiency and effectiveness in product placement retention via multicategorical independent variables in conditional process models.

evolutionary psychology, visuospatial abilities, hunter-gatherer theory, product placement, sex differences, experimental design