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Psychology of Entertainment Media-Blurring the Lines Between Entertainment and Persuasion THE PSYCHOLOGY OF ENTERTAINMENT MEDIA Blurring the Lines Between Entertainment and Persuasion Advertising and Consumer Psychology A Series sponsored by the Society for Consumer Psychology Aaker/Biel: Brand Equity & Advertising: Advertising’s Role in Building Strong Brands (1993) Clark/Brock/Stewart: Attention, Attitude, and Affect in Response Advertising (1994) Englis: Global and Multi-National Advertising (1994) Goldberg/Fishbein/Middlestadt: Social Marketing: Theoretical and Practical Perspectives (1997) Kahle/Chiagouris: Values, Lifestyles, and Psychographics (1997) Kahle/Riley: Sports Marketing and the Psychology of Marketing Communications (2003) Mitchell: Advertising Exposure, Memory, and Choice (1993) Schumann/Thorson: Advertising and the World Wide Web (1999) Scott/Batra: Persuasive Imagery: A Consumer Response Perspective (2003) Shrum: The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion (2004) Thorson/Moore: Integrated Communication: Synergy of Persuasive Voices(1996) Wells: Measuring Advertising Effectiveness (1997) Williams/Lee/Haugtvedt: Diversity in Advertising: Broadening the Scope of Research Directions (2004) THE PSYCHOLOGY OF ENTERTAINMENT MEDIA Blurring the Lines Between Entertainment and Persuasion Edited by L. J. Shrum University of Texas–San Antonio LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS 2004 Mahwah, New Jersey London Copyright C 2004 by Lawrence Erlbaum Associates, Inc. All rights reserved. No part of this book may be reproduced in any form, by photostat, microfilm, retrieval system, or any other means, without prior written permission of the publisher. Lawrence Erlbaum Associates, Inc., Publishers 10 Industrial Avenue Mahwah, NJ 07430 Cover design by Sean Sciarrone Library of Congress Cataloging-in-Publication Data The psychology of entertainment media: blurring the lines between entertainment and persuasion/L. J. Shrum, editor. p. cm. Includes bibliographical references and index. ISBN 0-8058-4641-7 (h : alk paper) 1. Subliminal advertising. 2. Advertising—Psychological aspects. 3. Mass media—Psychological aspects. 4. Persuasion (Psychology) 5. Manipulative behavior. I. Shrum, L. J. HF5827.9.P78 2003 659.1019—dc21 2003040800 Books published by Lawrence Erlbaum Associates are printed on acid-free paper, and their bindings are chosen for strength and durability. Printed in the United States of America 10987654321 Contents About the Authors ix Preface xv 1 What’s So Special About Entertainment Media and Why Do We Need a Psychology for It?: An Introduction to the Psychology of Entertainment Media 1 L. J. Shrum PART I: EMBEDDING PROMOTIONS WITHIN PROGRAMS: SUBLIMINAL EMBEDS AND PRODUCT PLACEMENTS 2 Beyond Gizmo Subliminality 13 Matthew Hugh Erdelyi and Diane M. Zizak 3 Product Placement: The Nature of the Practice and Potential Avenues of Inquiry 45 John A. McCarty 4 Product Placements: How to Measure Their Impact 63 Sharmistha Law and Kathryn A. Braun-LaTour 5 Mental Models for Brand Placement 79 Moonhee Yang, Beverly Roskos-Ewoldsen, and David R. Roskos-Ewoldsen 6 Embedding Brands Within Media Content: The Impact of Message, Media, and Consumer Characteristics on Placement Efficacy 99 Namita Bhatnagar, Lerzan Aksoy, and Selin A. Malkoc 7 The “Delicious Paradox”: Preconscious Processing of Product Placements by Children 117 Susan Auty and Charlie Lewis v vi CONTENTS PART II: THE PROGRAMS BETWEEN THE ADS: THE PERSUASIVE POWER OF ENTERTAINMENT FICTION AND NARRATIVE 8 Pictures, Words, and Media Influence: The Interactive Effects of Verbal and Nonverbal Information on Memory and Judgments 137 Robert S. Wyer, Jr. and Rashmi Adaval 9 The Power of Fiction: Determinants and Boundaries 161 Melanie C. Green, Jennifer Garst, and Timothy C. Brock 10 A Process Model of Consumer Cultivation: The Role of Television Is a Function of the Type of Judgment 177 L. J. Shrum, James E. Burroughs, and Aric Rindfleisch 11 Paths From Television Violence to Aggression: Reinterpreting the Evidence 193 George Comstock 12 Between the Ads: Effects of Nonadvertising TV Messages on Consumption Behavior 213 Maria Kniazeva 13 Media Factors That Contribute to a Restriction of Exposure to Diversity 233 David W. Schumann PART III: INDIVIDUAL DIFFERENCES IN MEDIA USAGE AND THEIR ROLE AS MEDIATORS AND MODERATORS OF MEDIA EFFECTS 14 The Need for Entertainment Scale 255 Timothy C. Brock and Stephen D. Livingston 15 People and “Their” Television Shows: An Overview of Television Connectedness 275 Cristel A. Russell, Andrew T. Norman, and Susan E. Heckler 16 The Interplay Among Attachment Orientation, Idealized Media Images of Women, and Body Dissatisfaction: A Social Psychological Analysis 291 Dara N. Greenwood and Paula R. Pietromonaco CONTENTS vii 17 Marketing Through Sports Entertainment: A Functional Approach 309 Scott Jones, Colleen Bee, Rick Burton, and Lynn R. Kahle 18 Sensation Seeking and the Consumption of Televised Sports 323 Stephen R. McDaniel Author Index 337 Subject Index 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 journal articles and is the recipient of the 2002 Robert Ferber Award for the best dissertation-related article published in the Journal of Consumer Research. Her research interests include the role of affect in information processing, the impact of narrative-related information on judgments and decisions, and automaticity. Lerzan Aksoy is Assistant Professor of Marketing at Koc University in Istanbul, 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- Flagler Business School, University of North Carolina at Chapel Hill. Her research interests include the impact of personalization in the online environment on con- sumer decision quality, cross-cultural research, efficacy of non-traditional media, and marketing public policy implications. Her teaching interests at the undergrad- uate and graduate levels include marketing management, consumer behavior, and customer relationship management. Susan Auty is a lecturer in Marketing at Lancaster University Management School in Lancaster, England. Her recent research has been concerned with the role of brand imagery in consumer choice. Colleen Bee is a PhD student in the Charles H. Lundquist College of Business at the University of Oregon. Namita Bhatnagar is currently Assistant Professor of Marketing at the Asper School of Business, University of Manitoba, Canada. She is completing her PhD in Marketing from the Kenan-Flagler Business School, University of North Carolina at Chapel Hill. Her research interests lie in the areas of categorization, cross- channel management of services, and non-traditional forms of marketing through entertainment media. Kathryn A. Braun-LaTour, PhD, is President of Marketing Memories™ in Auburn, Alabama. ix x ABOUT THE AUTHORS Timothy C. Brock is Professor of Psychology at Ohio State University and past- president of the Society for Consumer Psychology. He has co-edited Psycholog- ical Foundations of Attitudes (1968), Cognitive Response in Persuasion (1981), Attention, Affect, and Attitude in Response to Advertising (1994), Persuasion: Psychological Insights and Perspectives (1994), and Narrative Impact: Social and Cognitive Foundations (2002). James E. Burroughs is Assistant Professor of Commerce, McIntire School of Commerce, University of Virginia. He received his PhD in Business (Marketing) from the University of Wisconsin-Madison. His research is in the area of consumer behavior and is specifically focused on issues such as materialism, symbolic consumption, and consumer culture. Rick Burton is the Executive Director of the Warsaw Sports Marketing Center in the University of Oregon’s Lundquist College of Business (LCB). He is a senior instructor of sports marketing in the LCB’s marketing department and when not teaching, consults for national and international sports leagues and organizations. He is the host of the TV show “The Business of Sport” on ASCN. George Comstock (PhD, Stanford University) is S.I. Newhouse Professor at the School of Public Communications, Syracuse University. He was science adviser to the Surgeon General’s Scientific Advisory Committee on Television and Social Behavior that issued the 1972 federal report, Television and Growing Up: The Impact of Televised Violence, and in 1991–93 was chairman of the Department of Journalism and Communication, Chinese University, Hong Kong. His interests include the art and science of research synthesis, the influence of media in the so- cialization of children, and the dynamics of public opinion. His recent publications include Television: What’s On, Who’s Watching, and What It Means (co-authored with Erica Scharrer) and Television and the American Child (with Haejung Paik). Matthew Hugh Erdelyi (AB, College of Wooster; PhD, Yale University) is currently Professor of Psychology and Stern Professor of Humor at Brooklyn Col- lege, CUNY. He has numerous publications on subliminal processes and defense mechanisms, and has published two books, Psychoanalysis: Freud’s Cognitive Psychology and The Recovery of Unconscious Memories: Hypermnesia and Rem- iniscence. Jennifer Garst is Assistant Professor of Communication at University of Mary- land, College Park. She received training in social psychology with a PhD from Michigan State University and a postdoctoral
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