MURAL - Maynooth University Research Archive Library



    Mere Exposure as a Signal: Company Objectives and Research Propositions


    Scott, Kristin A. and White, Margaret A. (2016) Mere Exposure as a Signal: Company Objectives and Research Propositions. Journal of Marketing Theory and Practice, 24 (4). pp. 411-421. ISSN 1069-6679

    [img]
    Preview
    Download (375kB) | Preview


    Share your research

    Twitter Facebook LinkedIn GooglePlus Email more...



    Add this article to your Mendeley library


    Abstract

    As companies spend more and more money on product placement, what do they hope to gain from it? The current research answers this question by combing two divergent literature streams: mere exposure and signaling theory and proposing that this type of contact with the product is an example of mere exposure used as a signal by companies in presenting themselves to the consumer. To develop this theoretical framework, eighteen research propositions are proposed. Combining these two divergent literature streams provides a new perspective on how companies can communicate with consumers: companies may send a signal to consumers using mere exposure

    Item Type: Article
    Keywords: product placement; marketing;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 11272
    Identification Number: /10.1080/10696679.2016.1205448
    Depositing User: Margaret White
    Date Deposited: 14 Oct 2019 16:21
    Journal or Publication Title: Journal of Marketing Theory and Practice
    Publisher: Taylor & Francis (Routledge)
    Refereed: Yes
    URI:

    Repository Staff Only(login required)

    View Item Item control page

    Downloads

    Downloads per month over past year