In this volume, psychologists and communication experts present theory on understanding and predicting how learning occurs through media consumption. As the impact of traditional advertising has declined over the last couple of decades, marketers have scrambled to find other ways to effectively communicate with consumers. Among other approaches, marketers have utilized various forms of product integration. Product integration is mixing a commercial message in with the non-commercial message via TV, movie, video, and other entertainment venues. This book will be of interest to students and researchers in psychology, marketing, communication, advertising, and consumer behavior.
Table of Contents
L. J. Shrum, What's So Special About Entertainment Media and Why Do We Need a Psychology For It?: An Introduction to The Psychology of Entertainment Media. Part 1. Embedding Promotions within Entertainment Media: Product Placement Effects and How They Work. J. A. McCarty, T. M. Lowrey, Product Integration: Current Practices and New Directions. E. Cowley, As a Backdrop, Part of the Plot, or a Goal in a Game: The Ubiquitous Product Placement. L. Owen, H. Hang, S. Auty, C. Lewis, Children's Processing of Embedded Brand Messages: Product Placement and the Role of Conceptual Fluency. M. R. Nelson, M. K. J. Waiguny, Psychological Processing of In-Game Advertising and Advergaming: Branded Entertainment or Entertainment Persuasion?. Part 2. The Programs between the Ads: The Persuasive Power of Entertainment Media. L. J. Shrum, J. Lee, The Stories TV Tells: How Fictional TV Narratives Shape Normative Perceptions and Personal Values. J. Carpenter, M. C. Green, Flying With Icarus: Narrative Transportation and the Persuasiveness of Entertainment. K. E. Dill, M. C. R. Burgess, Seeing is Believing: Towards a Theory of Media Imagery and Social Learning (MISL). C. A. Russell, D. W. Russell, Alcohol Messages in Television Series: Content and Effects. E. Strahan, V. M. Buote, A. E. Wilson, Selling Beauty: The Hidden Cost to Women's Self-Worth, Relationships, and Behavior. J. A. Maier, D. A. Gentile, Learning Aggression through the Media: Comparing Psychological and Communication Approaches. G. Comstock, J. Powers, Paths from Television Violence to Aggression: Reinterpreting the Evidence.
L. J. Shrum is Professor and Chair of Marketing at the University of Texas at San Antonio. He received his PhD from the University of Illinois in Communication and his MS in Advertising. He is Past President of the Society for Consumer Psychology. His current research focuses on the multiple roles of the self in consumer judgment.
"People spend more time with entertainment media than with any other activity outside of work. Yet given how ubiquitous it is, we have spent far too little effort learning about how entertainment media affects how we think and act. This volume seeks to address this limitation in our knowledge by explaining how and why entertainment media may affect our everyday beliefs and actions." - Ron Faber, School of Journalism and Mass Communication, University of Minnesota, USA
"This volume is carefully developed and the approach has a clear significance to this important and rapidly changing field. The chapters that deal with the ways product and brand messages are integrated into media content (chs 1, 2, 4) deal with a new and unique, as well as urgent, research priority." - Sharon Shavitt, Department of Business Administration, University of Illinois, USA