Abstract:

According to Gupta and Lord’s definition of brand prominence, the allocation of attention to product placement is collected by using eye-tracking system to represent the brand prominence in this study. Based on the limited capacity model of attention, theory of processing fluency and persuasion knowledge model, the relationships between entry time, fixation time, fixation count and brand recall, brand attitude, conative response are built respectively through using curve fitting method. The findings of this study suggest that the entry time, fixation time and fixation count can effectively reflect the brand prominence of product placement. The findings also indicate that with the decrease of entry time, viewers’ brand recall will gradually increase and brand attitude, conative response will show an inverted U trend. Similarly, with the increase of fixation time and fixation count, viewers’ brand recall will gradually increase and brand attitude, conative response will show an inverted U trend.

Key words: product placement, brand prominence, allocation of attention resource, advertising effects