臺大管理論叢 NTU Management Review VOL.28 NO.3

107 DOI:10.6226/NTUMR.201812_28(3).0004 信以為真的神奇作用：以錯誤記憶為戲劇節目置入手法的 機制效果 The Magic of Believing: The False Memory Effect of Product Placement in Dramas Abstract Many companies place their brand products in Taiwanese dramas. Most studies discuss the effect mechanism of product placement only in terms of affective transfer. Focusing on false memory, this study explores whether audiences adopt the mistaken belief that they have used a product after seeing it placed in a drama. The results of two experiments reveal the following. (1) High-imagery placement increases false memories in audience members who have never used the placed product and generates more favorable product attitudes. (2) As time goes by, the false memory group generates more favorable product attitudes, greater attitude strength, and higher purchase intentions than does the real experience group of using the product. (3) Drama involvement strengthens the product attitude effects of high-imagery placement. (4) Placing products in emotionally positive plots is more likely to lead to false memories than placement in emotionally negative plots. (5) Product messages delivered by the audience’s favorite actors induce false memories and more favorable products attitudes. (6) The false memory and product attitude effects generated by high-imagery placement occur only when emotionally positive plots and the audience’s favorite actors are involved. 【 Keywords 】 dramas, product placement, false memory 摘 要 越來越多企業投入台灣戲劇節目進行置入性行銷，然過去研究討論的作用機制多侷限 於情感移轉，本文則聚焦於錯誤記憶，探討觀眾是否有可能在收看戲劇節目中的產品 置入畫面後，隨時間的經過，而誤以為自己也曾經使用過該產品。實驗結果發現： (1) 高圖像化的置入形式，可增加無產品經驗觀眾的錯誤記憶，進而產生較佳的產品態度； (2) 經時間推移，錯誤記憶較真實經驗組，有更好的產品態度、態度強度與購買意願； (3) 戲劇涉入會強化高圖像化置入的產品態度效果； (4) 正向劇情置入相較於負向，更 易產生錯誤記憶； (5) 透過喜愛度高的演員傳遞置入訊息，可引發錯誤記憶及較佳產 品態度； (6) 高圖像化置入的錯誤記憶和產品態度效果，只存於正向劇情或演員喜愛 度高的情況。 【關鍵字】 戲劇節目、置入性行銷、錯誤記憶 Yi-Ju Chen , ASUS TECHNOLOGY INC. 陳怡如 / 華碩聯合科技股份有限公司 Hsuan-Yi Chou , Institute of Marketing Communication, National Sun Yat-sen University 周軒逸 / 國立中山大學行銷傳播管理研究所 Received 2014/6, Final revision received 2016/7 NTU Management Review Vol. 28 No. 3 Dec. 2018, 107-144