"The researchers found 1,180 "brand placements" in the 200 movies: 427 food brands, 425 beverage brands and 328 brands of food-related retail establishments such as restaurants or convenient stores. Sixty-nine percent of the films contained at least one such product placement, and in those movies, specific brands of foods or beverages were consumed, handled, shown or mentioned an average of 8.6 times."
http://www.miller-mccune.com/health/the-sprite-stuff-of-product-placement-8680/
How can product placement work to control your behavior?
An example that goes directly with the picture that was attached to this article (and this post) is:
a: Watching the movie Wayne's World
b: the pizza Wayne was eating elicited a reaction of being hungry, so I emitted the behavior of calling pizza hut and ordering pizza.
c: pizza hut increases sales which creates positive reinforcement for branding in movies
Likewise. The article talked about brands wanting to be placed in movies that are happier. An example that was given to show why a brand would not want to be in a scary movie was:
a: watching the movie silence of the lambs
b: the mention of Fava Beans elicited an aversive response
c: Fava Beans did not increase sales due to the mention
Terms: elicit, emit, aversive response, ABC's, positive reinforcement.
This article somewhat reminded me of subliminal messaging as moviegoers are bombarded with specific brands such as Pepsi close to an average of nine times during a watching. Consumers know movies provide a useful antecedent to influencing their target audience's behavior. This behavior, whether going out and buying a case of beer or ordering pizza, consequently turns into a sale for that specific company (positive reinforcer).
Also, I think there is a psychological value in play. When people watch funny movies or their favorite actors, they tend to emulate their actions and personally emit them. We watch these Hollywood movies and often turn them into a reality. For instance, if somebody watched Friday Night Lights and saw the football players drinking a beer on several occasions(say Budweiser) after the game, they would think this is a socially accepted behavior for high school athletes and moreso a norm (for teens and adults). This behavior elicits the person to go out and buy beer, probably helping Budweiser out in the process. Generally speaking, if somebody really likes a movie (especially a comedy), they will associate behaviors in that movie with positive affects. In turn, if it's a scary movie, I imagine consumers wouldn't want their image linked with negative emotions (even if they really liked the movie, the aversive association between the product and anxiety may override the positive factor of liking the movie).
Terms: Behavior, negative association, consequence, antecedent, positive reinforcment, emit, elicit, positive affect (8)
The whole idea behind brand placements in movies is to motivate the viewers and audience to buy the product being advertised. If people watches these movies with a persistent hunger, they will be more likely to buy the product being advertised, especially if their favorite actor or actress is shown enjoying the product.
A= a movie scene with a popular brand of food sets the occasion for
B= the viewer to emit the target behavior of purchasing that same food
C= which acts as a reinforcer for food companies and restaurants to advertise their brands and products in movies.
This is an example of positive reinforcement because something good is added to the situation(context), which causes an increase in frequency.
Terms: sets the occasion for, emit,target behavior, reinforcer, positive reinforcement, motivate, context (7)
Product placement and advertising is always a good example for behavior modification because that is the nature of their business. They all have the same basic goal and that is to increase the rate (reinforce) at which you spend money on their product (the target behavior). Although the behaviors elicited by the ad’s have a wide topographical range they are functionally the same, spend more money. In this way product placement can control and modify your spending behaviors in a number of ways.
1- Awareness/familiarity. If every movie you see shows pictures of pepsi cola, the next time you’re in the supermarket or gas station there’s a good chance that you’ll choose pepsi as it is the most familiar to you, and it may then be the first answer that pops into your mind when deciding what to drink. You emit the target behavior of purchasing their product and are rewarded with a tasty beverage. The product placement was their “foot in the door” which set the occasion for you enjoying (or not) their product. Satiation, deprivation, and other establishing operations may further affect how reinforced your behavior is from the purchase (e.g. offer Pepsi, Diet Pepsi, Moutain Dew, etc. and advertise just the right amount, that is, not on every single street corner, to avoid satiation).
2- Status/prestige. I’m referring to pro-athletes and Olympic champions on the wheaties box here. When we see powerful, smart, sexy, rich people enjoying various products we associate the product with these goals, dreams, and values and are thus highly motivated to emit purchasing behaviors in accordance with our associations. If Angelia Jolie and Brad Pitt eat McDonalds and they are still hot then it’s ok if I do it too right? This category acts as an establishing operation for purchases. It makes the item much more reinforcing.
3- Appearance becomes reality. Here I mean to get at the fact that whatever we are constantly surrounded with becomes the norm for our behaviors. If we see people in the movies eating out, drinking, and smoking; then we see ads on the street corner showing people drinking pepsi and eating kit-kats; etc. etc.; we begin to think this is the normal way of behaving. This works on an almost global level to manipulate the context in which all our behaviors take place. It can impact the variety of behaviors we feel are possible (topographies we are capable of emitting), as well as the antecedents and consequences which will elicit and appropriately follow these behaviors.
Terms: reinforce, target behavior, elicited, topographical, functionally, emit, satiation, deprivation, establishing operations, context, antecedents, consequences (12)
It would make sense to have psychologists developing marketing opportunities. Psychologists are aware of the ABCs...and can find ways to manipulate behaviors of buyers.
A=People watch movie with food advertisements
B=People get hungry and emit the behavior of buying the food advertised
C=People get aversively fat and the food companies get rich
The marketing people know that to get business, they need to advertise the product where it will be seen and heard. The target behavior is to have people emitting the act of buying their product. What better place to elicit this behavior than in a movie! When people watch movies, they are in a fun-going environment. They buy food and eat junk they don't normally eat. It is a special occasion. The stomach is open for anything! If food is advertised on the movie, people will buy it because it looks good and tastes good. These people are continuously being reinforced by food. If these people have too much food, then satiation occurs and food is no longer a reinforcer.
aversively, emit, antecedent, behavior, consequence, environment, satiation, elicit, target behavior, reinforcer=10
When looking at product placement in movies this article shows how reinforceing it is to the adversiting companies. Seeing a certain prodcut,Coke for example, elicts a desire for the beverage. Another concept describing in this article is that it is the context of the products. These are mostly unhealthy products that are being prmoting. This behavior elicts an unhealthy consequence giving consumers and viewers the idea these products are widely consumed aversively affecting their eating habits. Another interesting idea I found is how the percentage of product placement increases at the ratings of the movies increases. This almost insinuates that older invidiuals are more apt to buy into the stimlus.
Terms: Behavior, Antecedent, Consequence, context, elicts, reinforceing, aversively.
I believe brand placement can work to control behavior because I can remember plenty of times when a product was shown during a movie and it made me crave it. It's easy advertising for companies. Not only does it elicit a craving behavior in individuals, but it also can be traced back to modeling. For example, adolescents may model what their favorite movies stars are eating. A good example of this is smoking. In the 50s, it was considered extremely cool to smoke, and wasn't uncommon to see what kind of cigarettes the stars were smoking and promoting.
this can be considered both aversive and positive. It depends on what product is being placed in the movies (smoking = bad, going to jenny craig= good).
I have to admit that I am quite a sucker to brand placements. When I go to a movie and there is a brand placement or in particular a restaurant placement in the movie. I will usually end up wanting to go to that restaurant after the movie (if i didn't eat). Brand placement really get you to thinking about the products and they can really influence your behaviors in purchasing and or deciding things. Many brand placements create a craving for that brand and make you want to go get them or consume them because you have this strong affiliation with it now. Brand placement is very important to companies because it does work and gets people to purchase their products. Even though we wish that and deny that we are victims to brand placement, in most cases we do become victims to it and our behaviors go off those such brand placements.
Product placement is a great way to sell things to people. If you watch a movie and your favorite actor or actress is using some sort of product, more than likely there will be people out there who think they need to copy it. It's an easy way to get you're product known because millions of people will be seeing it and a lot of them will buy that companies product. Modeling is where a person learns something through imitation. So people will imitate these actors by buying and using the same things. The companies of these products will then be receiving positive reinforcement because their items are being sold after people saw them in the movie.
A= watching a movie and seeing the people use the products a company is trying to pitch
B= going to the store and buying these products.
C= Your reinforced by the new product and the company is reinforced by you buying the product which will more than likely lead to them putting more products in future movies.