“Is Bigger Always Better?: An Investigation of the Impact of Screen Size on Consumers’ Responses to Brand Integration”
Research Brief
For the past two decades, scholars have investigated consumers’ responses to brand
integration in television, film, video games, events and music. These investigations
have focused on consumers’ acceptance of the practice as well as the resulting
memory and purchase behaviors. However, we are not aware of any investigations
that consider the impact of screen size.
As consumers begin to watch television shows, music videos and films on their mobile
devices such as tablets and smartphones, it is important to consider the impact that
screen size may have on consumer response to brand placement activities. Our
investigation will focus on comparing consumers’ memory for brand placements in a
television show watched on a smartphone, a tablet, a computer screen and a movie
screen.
Potential Benefits to Sponsor
- Learn more about the effectiveness of product placement in television
- Understand how viewing devices may impact product placement effectiveness (e.g., recognition, recall, attitude toward the brand)
- Identify best method/form of product placement for various viewing devices
Resources Sought
- Fee for TV episode under study.
- Respondents.
Project Status
Research design underway.
Researcher Biographies
Janée N. Burkhalter, Ph.D. is an Assistant Professor of Marketing at Saint Joseph’s
University, USA. Her current research interests include stealth marketing practices
and consumer subcultures. Her work has appeared in journals such as Journal of
Marketing Communications, Journal of Financial Services Marketing and Journal of
Business and Economics Research. Dr. Burkhalter holds both a B.S. an M.B.A. from
Florida A&M University as well as a Ph.D. in Marketing from Georgia State University.
Natalie T. Wood, Ph.D. is Associate Professor of Marketing at Saint Joseph’s
University, USA and Edith Cowan University, Australia. Prof. Wood’s research interests
include social media and consumer behavior. She has published in journals such as
The Journal of Consumer Behaviour, Marketing Education Review, The International
Journal of Internet Marketing and Advertising and The Journal of Website Promotion.
She is the co-editor of Virtual Social Identity and Consumer Behavior published by
M.E. Sharpe and is the author of Marketing in Virtual Worlds published by Prentice
Hall. She is also an Advisory Editor for the Journal of Virtual Worlds Research.