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

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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:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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