La majeure partie des études sur l'efficacité du placement de produits dans les films porte sur la mémorisation des marques placées. Cette recherche se focalise sur le changement d'attitude pour les marques et confronte deux courants théoriques — ceux de la persuasion et de l'effet d'exposition — afin d'observer le rôle joué par l'intensité du traitement dans l'explication des résultats. Une expérience, permettant de manipuler le type de placement, montre alors l'indépendance du changement d'attitude et de la mémorisation. Il ressort ainsi de cette recherche que ce sont les cadres de l'effet d'exposition et de la mémoire implicite qui expliquent le mieux l'impact de l'exposition à un placement.
BabinL.A.CarderS.T. (1996), Viewers' recognition of brands placed within a film, International Journal of Advertising, 15, 2, 140–151.
2.
BaddeleyA. (1993), La mémoire humaine — Théorie et pratique, Grenoble, Presses Universitaires de Grenoble.
3.
BréeJ. (1996), Le placement de produits dans les films: une communication originale, Décisions Marketing, 8, 65–74.
4.
ChurchillG.A.Jr (1995), Marketing research - Methodological foundations, 6e édition, Chicago, The Dryden Press.
5.
CristauC.StrazzieriA. (1996), Implication durable et leadership d'opinion: la valeur prédictive de trois échelles d'implication durable, Actes de l'Association Française du Marketing, 12, Poitiers, 141–158.
6.
D'AstousA.ChartierF. (2000), A study of factors affecting consumer evaluations and memory of product placements in movies, Journal of Current Issues and Research in Advertising, 22, 2, 31–40.
7.
DeLormeD.E.ReidL.N. (1999), Moviegoers' experiences and interpretations of brands in films revisited, Journal of Advertising, 28, 2, 71–95.
8.
DeLormeD.E.ReidL.N.ZimmerM.R. (1994), Brands in films: young moviegoers' experiences and interpretations, Actes de l'American Academy of Advertising, ed. KingK.W., Athens, Georgia University, 60.
9.
EngelJ.F.BlackwellR.D.MiniardP. (1995), Consumer behavior, 8e édition, Chicago, The Dryden Press.
10.
GardnerM.P. (1983), Advertising effects on attributes recalled and criteria used for brand evaluations, Journal of Consumer Research, 10, 3, 310–318.
11.
GouldS.J.GuptaP.B.Grabner-KraüterS. (1998), Product placements in movies: a cross-cultural analysis of Austrian, French and American consumers' attitudes toward this emerging international promotional medium, papier de recherche.
12.
GrafP.SchacterD.L. (1985), Implicit and explicit memory for new associations in normal and amnesic subjects, Journal of Experimental Psychology: Learning, Memory and Cognition, 11, 3, 501–518.
13.
GreenwaldA.G.LeavittC. (1984), Audience involvement in advertising: four levels, Journal of Consumer Research, 11, 1, 581–593.
14.
GuptaP.B.BalasubramanianS.K.KlassenM.L. (2000), Viewers' evaluations of product placements in movies: public policy issues and managerial implications, Journal of Current Issues and Research in Advertising, 22, 2, 41–52.
15.
GuptaP.B.GouldS.J. (1997), Consumers' perceptions of the ethics and acceptability of product placements in movies: product category and individual differences, Journal of Current Issues and Research in Advertising, 19, 1, 37–50.
16.
GuptaP.B.LordK. (1998), Product placement in movies: the effect of prominence and mode on audience recall, Journal of Current Issues and Research in Advertising, 20, 1, 47–59.
17.
JacobyL.L.WoloshynV.KelleyC. (1989), Becoming famous without being recognized: unconscious influences of memory produced by dividing attention, Journal of Experimental Psychology, 118, 2, 115–125.
18.
JaniszewskiC. (1988), Preconscious processing effects: the independence of attitude formation and conscious thought, Journal of Consumer Research, 15, 2, 199–209.
19.
JaniszewskiC. (1990a), The influence of print advertisement organization on affect toward a brand name, Journal of Consumer Research, 17, 1, 53–65.
20.
JaniszewskiC. (1990b), The influence of nonattended material on the processing of advertising claims, Journal of Marketing Research, 27, 3, 263–278.
21.
JaniszewskiC. (1993), Preattentive mere exposure effects, Journal of Consumer Research, 20, 3, 376–392.
22.
JohnstoneE.DoddC.A. (2000), Placements as mediators of brand salience within a UK cinema audience, Journal of Marketing Communications, 6, 141–158.
23.
KarrhJ.A. (1994), Effects of brand placements in motion pictures, Actes de l'American Academy of Advertising, éd. KingK.W., Athens, Georgia University, 90–96.
24.
KarrhJ.A. (1995), Brand placements in feature films: the practitioners' view, Actes de l'American Academy of Advertising, éd. MaddenC.S., Waco, Texas, 182–188.
25.
KarrhJ.A. (1998), Brand placement: a review, Journal of Current Issues and Research in Advertising, 20, 2, 31–49.
26.
KarrhJ.A.FrithK.T.CallisonC. (2001), Audience attitudes towards brand (product) placement: Singapore and the United States, International Journal of Advertising, 20, 1, 3–24.
27.
KarrhJ.A.McKeeK.B.PardunC.J. (2003), Practitioners' evolving views on product placement effectiveness, Journal of Advertising Research, 43, 3, 138–149.
28.
KouliJ.SaadG. (2000), Le placement de produits dans les films: une comparaison interculturelle France / États-Unis, Actes de l'Association Française du Marketing, 16, éds. ChebatJ.-C.ColbertF., Montréal, HEC, 985–1001.
29.
LawS.BraunK.A. (2000), I'll have what she's having: gauging the impact of product placements on viewers, Psychology and Marketing, 17, 12, 1059–1075.
30.
LehuJ.-M. (2005), Le placement de produits au cinéma: hiérarchie des critères d'utilisation ou hiérarchie des étapes? Une étude exploratoire qualitative auprès d'agents professionnels anglo-saxons, Congrès Paris-Venise des Tendances Marketing, 4, éd. AndreaniJ.-C., Paris.
31.
MacInnisD.J.JaworskiB.J. (1989), Information processing from advertisements: toward an integrative framework, Journal of Marketing, 53, 4, 1–23.
32.
MacInnisD.J.MoormanC.JaworskiB.J. (1991), Enhancing and measuring consumer's motivation, opportunity, and ability to process brand information from ads, Journal of Marketing, 55, 4, 32–53.
33.
McKechnieS.A.ZhouJ. (2003), Product placement in movies: a comparison of Chinese and American consumers' attitudes, International Journal of Advertising, 22, 2, 349–374.
34.
MortonC.R.FriedmanM. (2002), “I saw it in the movies”: exploring the link between product placement beliefs and reported usage behavior, Journal of Current Issues and Research in Advertising, 24, 2, 33–40.
35.
MulliganN.W.HartmanM. (1996), Divided attention and indirect memory tests, Memory and Cognition, 24, 4, 453–465.
36.
NebenzahlI.D.SecundaE. (1993), Consumers' attitudes toward product placement in movies, International Journal of Advertising, 12, 1, 1–11.
37.
ObermillerC. (1985), Varieties of mere exposure: the effects of processing style and repetition on affective response, Journal of Consumer Research, 12, 1, 17–30.
38.
ParkW.C.LessigV.P. (1981), Familiarity and its impact on consumer decision biases and heuristics, Journal of Consumer Research, 8, 2, 223–230.
39.
PerfectT.J.AskewC. (1994), Print adverts: not remembered but memorable, Applied Cognitive Psychology, 8, 693–703.
40.
PettyR.E.CacioppoJ.T. (1981), Attitudes and persuasion: classic and contemporary approaches, Dubuque, W.C. Brown Company Publishers.
41.
PettyR.E.UnnavaR.StrathmanA.J. (1991), Theories of attitude change, Handbook of consumer behavior, éds. RobertsonT.S.KassarjianH.H., Englewood Cliffs, NJ: Prentice-Hall, 241–280.
42.
RatneshwarS.WarlopL.MickD.G.SeegerG. (1997), Benefit salience and consumers' selective attention to product features, International Journal of Marketing, 14, 3, 245–259.
43.
RieunierS. (2000), L'influence de la musique d'ambiance sur le comportement des consommateurs sur le lieu de vente, Thèse de doctorat en sciences de gestion, Université Paris IX-Dauphine.
44.
RoehmM.L.RoehmH.A.JrBooneD.S. (2004), Plugs versus placements: a comparison of alternatives for within-program brand exposure, Psychology and Marketing, 21, 1, 17–28.
45.
RussellC.A. (2002), Investigating the effectiveness of product placements in television shows: the role of modality and plot connection congruence on brand memory and attitude, Journal of Consumer Research, 29, 3, 306–318.
46.
SandlerD.M.SecundaE. (1993), Point of view: blurred boundaries - where does editorial end and advertising begin?, Journal of Advertising Research, 33, 3, 73–80.
47.
SargentJ.D.TickleJ.J.BeachM.L.DaltonM.A.AhrensM.B.HeathertonT.F. (2001), Brand appearances in contemporary cinema films and contribution to global marketing of cigarettes, The Lancet, 357, 9249, 29–32.
48.
ShapiroS.KrishnanH.S. (2001), Memory-based measures for assessing advertising effects: a comparison of explicit and implicit memory effects, Journal of Advertising, 30, 3, 1–13.
49.
SmithM. (1995), Engaging characters - fiction, emotion and the cinema, Oxford, Clarendon Press.
50.
VollmersS.MizerskiR. (1994), A review and investigation into the effectiveness of product placement in films, Actes de l'American Academy of Advertising, éd. KingK.W., Athens, Georgia University, 97–102.
51.
YeG.van RaaijW.F. (1997), What inhibits the mere-exposure effect: recollection or familiarity?, Journal of Economic Psychology, 18, 6, 629–648.
52.
ZajoncR.B. (1980), Feeling and thinking — preferences need no inferences, American Psychologist, 35, 2, 151–175.
