苏州大学本科生毕业设计(论文)
extent of brand placement SDAR.
Fontaine (2002) shows that appreciation of a movie has a positive impact on attitude change. This result is still accurate for recall and then, for a viewer who has enjoyed the movie, details might be better perceived and then be better recalled. This hypothesis is also inspired by Johnstone and Dodd's work (2000) stressing the fact that placements could increase brand salience, and particularly so if the audience liked the movie. Consequently:
Hypothesis 2b. The more the DVD viewers appreciate the movie, the more they spontaneously recall placed brands.
4. Research design
This section presents the original method adopted of collecting data following a second stage viewing of a movie and the methodology used to test the four hypotheses.
4.1. Data collection
The purpose of this research is to innovate by using a large, convenient sample of video viewers questioned the day after watching a movie on DVD, when leaving one of the three French video rental shops chosen for the study. The intention is to collect answers from single respondents only. This means that the DVD viewers are each interviewed about one film only. The final sample includes 3532 video viewers questioned about one of the following 11 American movies: Men in Black II, Minority Report, Analyze That, Banger Sisters, Fashion Victim, Austin Powers in Goldmember, Johnny English, Intolerable Cruelty, Mr. Deed, Hardball and Paycheck. These movies were selected for the research because they were newly released DVDs (meaning heavy rentals during the data collection process), because they were successful and essentially because the placements were easily and clearly recognizable. This research covers