Table Of Content

THE PSYCHOLOGY OF ENTERTAINMENT MEDIA BlurringtheLinesBetween EntertainmentandPersuasion AdvertisingandConsumerPsychology ASeriessponsoredbytheSocietyforConsumerPsychology Aaker/Biel:BrandEquity&Advertising:Advertising’sRoleinBuildingStrong Brands(1993) Clark/Brock/Stewart: Attention, Attitude, and Affect in Response Advertising (1994) Englis:GlobalandMulti-NationalAdvertising(1994) Goldberg/Fishbein/Middlestadt: Social Marketing: Theoretical and Practical Perspectives(1997) Kahle/Chiagouris:Values,Lifestyles,andPsychographics(1997) Kahle/Riley:SportsMarketingandthePsychologyofMarketingCommunications (2003) Mitchell:AdvertisingExposure,Memory,andChoice(1993) Schumann/Thorson:AdvertisingandtheWorldWideWeb(1999) Scott/Batra:PersuasiveImagery:AConsumerResponsePerspective(2003) Shrum: The Psychology of Entertainment Media: Blurring the Lines Between EntertainmentandPersuasion(2004) Thorson/Moore:IntegratedCommunication:SynergyofPersuasiveVoices(1996) Wells:MeasuringAdvertisingEffectiveness(1997) Williams/Lee/Haugtvedt: Diversity in Advertising: Broadening the Scope of ResearchDirections(2004) THE PSYCHOLOGY OF ENTERTAINMENT MEDIA Blurring the Lines Between Entertainment and Persuasion Editedby L. J. Shrum UniversityofTexas–SanAntonio LAWRENCEERLBAUMASSOCIATES,PUBLISHERS 2004 Mahwah,NewJersey London Copyright(cid:1)C 2004byLawrenceErlbaumAssociates,Inc. Allrightsreserved.Nopartofthisbookmaybereproducedin anyform,byphotostat,microfilm,retrievalsystem,orany othermeans,withoutpriorwrittenpermissionofthepublisher. LawrenceErlbaumAssociates,Inc.,Publishers 10IndustrialAvenue Mahwah,NJ07430 CoverdesignbySeanSciarrone LibraryofCongressCataloging-in-PublicationData Thepsychologyofentertainmentmedia:blurringthelinesbetween entertainmentandpersuasion/L.J.Shrum,editor. p. cm. Includesbibliographicalreferencesandindex. ISBN0-8058-4641-7(h:alkpaper) 1.Subliminaladvertising. 2.Advertising—Psychologicalaspects. 3.Massmedia—Psychologicalaspects. 4.Persuasion(Psychology) 5.Manipulativebehavior. I.Shrum,L.J. HF5827.9.P78 2003 659.1(cid:2)01(cid:2)9—dc21 2003040800 BookspublishedbyLawrenceErlbaumAssociatesareprintedon acid-freepaper,andtheirbindingsarechosenforstrengthand durability. PrintedintheUnitedStatesofAmerica 10 9 8 7 6 5 4 3 2 1 Contents AbouttheAuthors ix Preface xv 1 What’sSoSpecialAboutEntertainmentMediaandWhyDoWe NeedaPsychologyforIt?:AnIntroductiontothePsychology ofEntertainmentMedia 1 L.J.Shrum PARTI: EMBEDDINGPROMOTIONSWITHINPROGRAMS: SUBLIMINALEMBEDSANDPRODUCTPLACEMENTS 2 BeyondGizmoSubliminality 13 MatthewHughErdelyiandDianeM.Zizak 3 ProductPlacement:TheNatureofthePracticeandPotential AvenuesofInquiry 45 JohnA.McCarty 4 ProductPlacements:HowtoMeasureTheirImpact 63 SharmisthaLawandKathrynA.Braun-LaTour 5 MentalModelsforBrandPlacement 79 MoonheeYang,BeverlyRoskos-Ewoldsen,andDavidR. Roskos-Ewoldsen 6 EmbeddingBrandsWithinMediaContent:TheImpactof Message, Media, and Consumer Characteristics on Placement Efficacy 99 NamitaBhatnagar,LerzanAksoy,andSelinA.Malkoc 7 The “Delicious Paradox”: Preconscious Processing of Product PlacementsbyChildren 117 SusanAutyandCharlieLewis v vi CONTENTS PARTII: THEPROGRAMSBETWEENTHEADS: THEPERSUASIVEPOWEROFENTERTAINMENTFICTION ANDNARRATIVE 8 Pictures,Words,andMediaInfluence:TheInteractive EffectsofVerbalandNonverbalInformationonMemory andJudgments 137 RobertS.Wyer,Jr.andRashmiAdaval 9 ThePowerofFiction:DeterminantsandBoundaries 161 MelanieC.Green,JenniferGarst,andTimothyC.Brock 10 AProcessModelofConsumerCultivation: TheRoleofTelevisionIsaFunctionofthe TypeofJudgment 177 L.J.Shrum,JamesE.Burroughs,andAricRindfleisch 11 Paths From Television Violence to Aggression: Reinterpreting theEvidence 193 GeorgeComstock 12 Between the Ads: Effects of Nonadvertising TV Messages on ConsumptionBehavior 213 MariaKniazeva 13 Media Factors That Contribute to a Restriction of Exposure to Diversity 233 DavidW.Schumann PARTIII: INDIVIDUALDIFFERENCESINMEDIAUSAGE ANDTHEIRROLEASMEDIATORSANDMODERATORSOF MEDIAEFFECTS 14 TheNeedforEntertainmentScale 255 TimothyC.BrockandStephenD.Livingston 15 Peopleand“Their”TelevisionShows:AnOverviewof TelevisionConnectedness 275 CristelA.Russell,AndrewT.Norman,andSusanE.Heckler 16 TheInterplayAmongAttachmentOrientation,IdealizedMedia ImagesofWomen,andBodyDissatisfaction:ASocial PsychologicalAnalysis 291 DaraN.GreenwoodandPaulaR.Pietromonaco CONTENTS vii 17 MarketingThroughSportsEntertainment:AFunctional Approach 309 ScottJones,ColleenBee,RickBurton,andLynnR.Kahle 18 SensationSeekingandtheConsumptionofTelevisedSports 323 StephenR.McDaniel AuthorIndex 337 SubjectIndex 351