Abstract

This research demonstrates that viewers increase purchase intentions when they view luxury product placements in movie scenes, particularly when luxury associations are activated and when background scenes are congruent with the product’s luxury image. In Study 1, participants view a luxury handbag appearing against upscale congruent or downscale incongruent backgrounds. In Study 2, participants are primed to associate with high or low social classes before they view a luxury product placed in upscale or downscale movie scenes. In Study 3, participants read a news article that describes the placed luxury product as a genuine high-end product or as a discount brand.

摘要

这项研究表明，观众在观看电影场景中的奢侈品植入时会增加购买意愿，尤其是当奢侈品联想被激活以及背景场景与产品的奢侈品形象一致时。在研究 1 中，参与者在高档一致或低档不一致的背景下观看奢侈手提包。在研究 2 中，参与者在观看高档或低档电影场景中的奢侈品之前，已经做好了与社会高阶层或低阶层交往的准备。在研究 3 中，参与者阅读一篇新闻文章，将所放置的奢侈品描述为真正的高端产品或折扣品牌。