Memories From a Binger: An Experimental Investigation of Viewing Experience and the Impact on Product Placement Recall

• In Event: Processing Stories, Films, and Music

Abstract

This study seeks to investigate whether viewing type (binge watching 3 episodes of 30-Rock in a row or watching one episode at a time for three weeks) will impact memory of product placements. Based on our overarching research question, the researchers expect to provide results on whether memory is better for product placements after binging or traditional viewing. Type of placement is predicted to affect memory, as well, where audio, no visual and low congruency to plot will be best remembered followed by visual, audio and high congruency with plotline and finally, the visual, not mentioned and low congruency with the plotline. We also query whether enjoyment of the show, in general, moderates the relationship between viewing condition and memory of product placement.

Author

• Heather Shoenberger, University of Oregon