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Presence and Persuasion. How Feeling Present in a Movie Affects the Evaluation of Integrated Brands

Sat, May 27, 8:00 to 9:15, Hilton San Diego Bayfront, 2, Indigo Ballroom C

Abstract

Integrating brands into media content has become increasingly popular since traditional advertising techniques are often perceived as non-relevant or annoying. This experimental study searched for ways to increase the benefits of integrated brands and focused on the subjective feeling of spatial and social presence in movies. In order to verify that increased levels of presence lead to more positive brand evaluations, a 2x2 between subject design was implemented. Altogether, 120 university students watched four different versions of the movie ‘The Martian’ in an authentic cinema laboratory. While the manipulation of the perceived presence through spatial (2D/3D movie) and social cues (low/high level of direct addressment) was not entirely successful, significant positive connections between the level of presence and the evaluation of integrated brands could be found. In accordance to the hypotheses, these effects were mediated through the perceived media enjoyment and persuasion knowledge of the recipient.

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