The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion

377 Pages·2003·5.14 MB·English

by  L. J. Shrum

THE PSYCHOLOGY OF
ENTERTAINMENT MEDIA
BlurringtheLinesBetween
EntertainmentandPersuasion
http://avaxhome.ws/blogs/ChrisRedfield
AdvertisingandConsumerPsychology
ASeriessponsoredbytheSocietyforConsumerPsychology
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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
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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
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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

About the Authors
Rashmi Adaval is Assistant Professor of Marketing at the Hong Kong Univer-
sity of Science and Technology. She is the author of several book chapters and
journalarticlesandistherecipientofthe2002RobertFerberAwardforthebest
dissertation-related article published in the Journal of Consumer Research. Her
researchinterestsincludetheroleofaffectininformationprocessing,theimpact
ofnarrative-relatedinformationonjudgmentsanddecisions,andautomaticity.
LerzanAksoyisAssistantProfessorofMarketingatKocUniversityinIstanbul,
Turkey. She completed her undergraduate degree from Hacettepe University in
Ankara, Turkey, received a Fulbright scholarship to pursue an MBA at George
Mason University, and in 2001 received her PhD in Marketing from the Kenan-
FlaglerBusinessSchool,UniversityofNorthCarolinaatChapelHill.Herresearch
interestsincludetheimpactofpersonalizationintheonlineenvironmentoncon-
sumerdecisionquality,cross-culturalresearch,efficacyofnon-traditionalmedia,
andmarketingpublicpolicyimplications.Herteachinginterestsattheundergrad-
uateandgraduatelevelsincludemarketingmanagement,consumerbehavior,and
customerrelationshipmanagement.
SusanAutyisalecturerinMarketingatLancasterUniversityManagementSchool
in Lancaster, England. Her recent research has been concerned with the role of
brandimageryinconsumerchoice.
ColleenBeeisaPhDstudentintheCharlesH.LundquistCollegeofBusinessat
theUniversityofOregon.
Namita Bhatnagar is currently Assistant Professor of Marketing at the Asper
SchoolofBusiness,UniversityofManitoba,Canada.SheiscompletingherPhDin
MarketingfromtheKenan-FlaglerBusinessSchool,UniversityofNorthCarolina
at Chapel Hill. Her research interests lie in the areas of categorization, cross-
channelmanagementofservices,andnon-traditionalformsofmarketingthrough
entertainmentmedia.
Kathryn A. Braun-LaTour, PhD, is President of Marketing Memories™ in
Auburn,Alabama.
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