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Abstract

The effects of endorsers' perceived expertise and viewers' fashion involvement on product placement : The PPL of fashion goods in TV dramas

Kim, Jae-Hwi, Ph. D.
Associate professor
Dept. of psychology
University of Chung-Ang

Ahn, Jung-Tae
Dept. of Psychology University of Chung-Ang

 

In this study, the effects of PPL which we can often see in movies and TV dramas recently is examined. Especially, we focused our concerns on PPL of fashion items in TV dramas, and made an experiment to investigate how endorsers' perceived expertise and viewers' fashion involvement have influence on it. 132 female university students participated in this experiment, and 2(viewers' fashion involvement)×2(actress's perceived expertise of fashion) between-group design was made.

As a result, the students who have higher fashion involvement could recall and recognize the fashion items which were placed in TV drama better, and showed more positive attitudes to the goods than the students who have lower fashion involvement. Also, the students who perceived the actress's expertise of fashion more highly showed more positive attitudes to the fashion goods which was placed by the actress than the students who perceived the actress's expertise of fashion more lowly.

Particularly, the effects of viewers' fashion involvement on the purchasing intention of PPL fashion goods and the attitudes to goods depends on the actress's perceived expertise on fashion. In other words, viewers' fashion involvement had effects on PPL only among viewers who perceived the actress's expertise of fashion highly. Therefore, it was revealed that the effects of PPL rely on viewers' fashion involvement and endorsers' perceived expertise of fashion.

 

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* Key Word : PPL(Product PLacement), Effect of advertising, Endorsers' expertise, Fashion involvement