Psychological impact of product placement in movies

Latynov Vladislav Victorovitch

The article is devoted to the problem of the effectiveness of the psychological impact of product placement in movies. Modern research suggests that product placement can cause viewers to change attitudes towards the product promoted through this technique, contribute to its better memorability, and also influence the behavior of viewers in a product selection situation. It should be noted that the cognitive, attitudinal and behavioral criteria of effectiveness, as a rule, give different results within the same study. So, memorizing the fact that a product appears in a film does not lead to an improvement in the attitude to this product or to its more frequent selection.

Keywords:product placement, advertising, psychological influence, explication, psychological impact of product placement