{"id":"https://openalex.org/W2888050201","doi":"https://doi.org/10.3389/fpsyg.2018.01519","title":"Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands","display_name":"Is Product Placement Really Worse Than Traditional Commercials? Cognitive Load and Recalling of Advertised Brands","publication_year":2018,"publication_date":"2018-08-20","ids":{"openalex":"https://openalex.org/W2888050201","doi":"https://doi.org/10.3389/fpsyg.2018.01519","mag":"2888050201","pmid":"https://pubmed.ncbi.nlm.nih.gov/30177904","pmcid":"https://www.ncbi.nlm.nih.gov/pmc/articles/6109789"},"language":"en","primary_location":{"id":"doi:10.3389/fpsyg.2018.01519","doi":"https://doi.org/10.3389/fpsyg.2018.01519","is_oa":true,"landing_page_url":"https://doi.org/10.3389/fpsyg.2018.01519","pdf_url":"https://www.frontiersin.org/articles/10.3389/fpsyg.2018.01519/pdf","source":{"id":"https://openalex.org/S9692511","display_name":"Frontiers in Psychology","issn_l":"1664-1078","issn":["1664-1078"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","doaj","erih-plus","jufo-1","ki-jl-1","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320527","host_organization_name":"Frontiers Media","host_organization_lineage":["https://openalex.org/P4310320527"],"host_organization_lineage_names":["Frontiers Media"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Frontiers in Psychology","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref","doaj","pubmed"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.frontiersin.org/articles/10.3389/fpsyg.2018.01519/pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5091513646","display_name":"Tomasz Grzyb","orcid":"https://orcid.org/0000-0002-1080-5000","observed_orcids":["https://orcid.org/0000-0002-1080-5000","https://orcid.org/0000-0002-2947-6366"]},"institutions":[{"id":"https://openalex.org/I36685595","display_name":"Uniwersytet SWPS","ror":"https://ror.org/0407f1r36","country_code":"PL","type":"education","lineage":["https://openalex.org/I36685595"]}],"countries":["PL"],"is_corresponding":true,"raw_author_name":"Tomasz Grzyb","raw_affiliation_strings":["Faculty of Psychology, SWPS University of Social Sciences and Humanities, Wroc\u0142aw, Poland"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Psychology, SWPS University of Social Sciences and Humanities, Wroc\u0142aw, Poland","institution_ids":["https://openalex.org/I36685595"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5067581698","display_name":"Dariusz Doli\u0144ski","orcid":"https://orcid.org/0000-0002-4225-4258","observed_orcids":["https://orcid.org/0000-0002-4225-4258"]},"institutions":[{"id":"https://openalex.org/I36685595","display_name":"Uniwersytet SWPS","ror":"https://ror.org/0407f1r36","country_code":"PL","type":"education","lineage":["https://openalex.org/I36685595"]}],"countries":["PL"],"is_corresponding":false,"raw_author_name":"Dariusz Dolinski","raw_affiliation_strings":["Faculty of Psychology, SWPS University of Social Sciences and Humanities, Wroc\u0142aw, Poland"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Psychology, SWPS University of Social Sciences and Humanities, Wroc\u0142aw, Poland","institution_ids":["https://openalex.org/I36685595"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5008001044","display_name":"Agnieszka Koz\u0142owska","orcid":"https://orcid.org/0000-0003-0514-4655","observed_orcids":["https://orcid.org/0000-0003-0514-4655"]},"institutions":[{"id":"https://openalex.org/I36685595","display_name":"Uniwersytet SWPS","ror":"https://ror.org/0407f1r36","country_code":"PL","type":"education","lineage":["https://openalex.org/I36685595"]}],"countries":["PL"],"is_corresponding":false,"raw_author_name":"Agnieszka Koz\u0142owska","raw_affiliation_strings":["Faculty of Psychology, SWPS University of Social Sciences and Humanities, Wroc\u0142aw, Poland"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Psychology, SWPS University of Social Sciences and Humanities, Wroc\u0142aw, Poland","institution_ids":["https://openalex.org/I36685595"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5091513646"],"corresponding_institution_ids":["https://openalex.org/I36685595"],"apc_list":{"value":3150,"currency":"CHF","value_usd":3801},"apc_paid":{"value":3150,"currency":"CHF","value_usd":3801},"fwci":1.792,"has_fulltext":true,"cited_by_count":14,"citation_normalized_percentile":{"value":0.89596603,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":98},"biblio":{"volume":"9","issue":null,"first_page":"1519","last_page":"1519"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8695999979972839,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8695999979972839,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.0494999997317791,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.01759999990463257,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/product-placement","display_name":"product placement","score":1.0},{"id":"https://openalex.org/keywords/cognitive-load","display_name":"cognitive load","score":0.9639999866485596},{"id":"https://openalex.org/keywords/brand-recall","display_name":"brand recall","score":0.9169999957084656},{"id":"https://openalex.org/keywords/memory-retention","display_name":"memory retention","score":0.5809999704360962},{"id":"https://openalex.org/keywords/persuasive-messages","display_name":"persuasive messages","score":0.7929999828338623},{"id":"https://openalex.org/keywords/advertising-effectiveness","display_name":"advertising effectiveness","score":0.6449999809265137},{"id":"https://openalex.org/keywords/ecological-validity","display_name":"ecological validity","score":0.4050000011920929}],"concepts":[{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.7601341009140015},{"id":"https://openalex.org/C169900460","wikidata":"https://www.wikidata.org/wiki/Q2200417","display_name":"Cognition","level":2,"score":0.5746216177940369},{"id":"https://openalex.org/C2991781144","wikidata":"https://www.wikidata.org/wiki/Q749457","display_name":"Product placement","level":2,"score":0.5169022083282471},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.5017600059509277},{"id":"https://openalex.org/C61641136","wikidata":"https://www.wikidata.org/wiki/Q1107019","display_name":"Cognitive load","level":3,"score":0.47871971130371094},{"id":"https://openalex.org/C180747234","wikidata":"https://www.wikidata.org/wiki/Q23373","display_name":"Cognitive psychology","level":1,"score":0.4361534118652344},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3148297071456909},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.0768035352230072},{"id":"https://openalex.org/C169760540","wikidata":"https://www.wikidata.org/wiki/Q207011","display_name":"Neuroscience","level":1,"score":0.0664411187171936},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0}],"mesh":[],"locations_count":5,"locations":[{"id":"doi:10.3389/fpsyg.2018.01519","doi":"https://doi.org/10.3389/fpsyg.2018.01519","is_oa":true,"landing_page_url":"https://doi.org/10.3389/fpsyg.2018.01519","pdf_url":"https://www.frontiersin.org/articles/10.3389/fpsyg.2018.01519/pdf","source":{"id":"https://openalex.org/S9692511","display_name":"Frontiers in Psychology","issn_l":"1664-1078","issn":["1664-1078"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","doaj","erih-plus","jufo-1","ki-jl-1","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320527","host_organization_name":"Frontiers Media","host_organization_lineage":["https://openalex.org/P4310320527"],"host_organization_lineage_names":["Frontiers Media"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Frontiers in Psychology","raw_type":"journal-article"},{"id":"pmh:oai:europepmc.org:5072628","doi":null,"is_oa":true,"landing_page_url":"https://www.ncbi.nlm.nih.gov/pmc/articles/6109789","pdf_url":null,"source":{"id":"https://openalex.org/S4306400806","display_name":"Europe PMC (PubMed Central)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1303153112","host_organization_name":"European Bioinformatics Institute","host_organization_lineage":["https://openalex.org/I1303153112"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":null,"raw_type":"Text"},{"id":"pmh:oai:pubmedcentral.nih.gov:6109789","doi":null,"is_oa":true,"landing_page_url":"https://www.ncbi.nlm.nih.gov/pmc/articles/6109789","pdf_url":null,"source":{"id":"https://openalex.org/S2764455111","display_name":"PubMed Central","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Front Psychol","raw_type":"Text"},{"id":"pmid:30177904","doi":null,"is_oa":false,"landing_page_url":"https://pubmed.ncbi.nlm.nih.gov/30177904","pdf_url":null,"source":{"id":"https://openalex.org/S4306525036","display_name":"PubMed","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Frontiers in psychology","raw_type":"Journal Article"},{"id":"pmh:oai:doaj.org/article:33da7a8ba1ea4be0ba9979f80fb2352d","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/33da7a8ba1ea4be0ba9979f80fb2352d","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Frontiers in Psychology, Vol 9 (2018)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3389/fpsyg.2018.01519","doi":"https://doi.org/10.3389/fpsyg.2018.01519","is_oa":true,"landing_page_url":"https://doi.org/10.3389/fpsyg.2018.01519","pdf_url":"https://www.frontiersin.org/articles/10.3389/fpsyg.2018.01519/pdf","source":{"id":"https://openalex.org/S9692511","display_name":"Frontiers in Psychology","issn_l":"1664-1078","issn":["1664-1078"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["anvur-class-a","anvur-scientific","cwts-core","doaj","erih-plus","jufo-1","ki-jl-1","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320527","host_organization_name":"Frontiers Media","host_organization_lineage":["https://openalex.org/P4310320527"],"host_organization_lineage_names":["Frontiers Media"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Frontiers in Psychology","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2888050201.pdf","grobid_xml":"https://content.openalex.org/works/W2888050201.grobid-xml"},"referenced_works_count":37,"referenced_works":["https://openalex.org/W59175332","https://openalex.org/W226594446","https://openalex.org/W389817294","https://openalex.org/W564372947","https://openalex.org/W610323908","https://openalex.org/W1482705022","https://openalex.org/W1509569278","https://openalex.org/W1588198311","https://openalex.org/W1594179284","https://openalex.org/W1723716339","https://openalex.org/W1796663965","https://openalex.org/W1963996086","https://openalex.org/W1967595071","https://openalex.org/W1968425636","https://openalex.org/W1980877068","https://openalex.org/W2003284455","https://openalex.org/W2057200187","https://openalex.org/W2073059813","https://openalex.org/W2073515916","https://openalex.org/W2079910008","https://openalex.org/W2080022933","https://openalex.org/W2091813255","https://openalex.org/W2092598074","https://openalex.org/W2127580631","https://openalex.org/W2138560722","https://openalex.org/W2160969678","https://openalex.org/W2165760994","https://openalex.org/W2175518082","https://openalex.org/W2239755678","https://openalex.org/W2268990382","https://openalex.org/W2301325935","https://openalex.org/W2474331632","https://openalex.org/W2494488715","https://openalex.org/W2524727042","https://openalex.org/W4238038758","https://openalex.org/W4243542639","https://openalex.org/W4312915232"],"related_works":["https://openalex.org/W2301325935","https://openalex.org/W2553828391","https://openalex.org/W2970571176","https://openalex.org/W7099875660","https://openalex.org/W7131510383","https://openalex.org/W1964518684","https://openalex.org/W2791024975","https://openalex.org/W2239834560","https://openalex.org/W1509569278","https://openalex.org/W2524727042"],"abstract_inverted_index":{"Considering":[0],"the":[1,7,12,54,63,93,96,100,134,158,161,198],"large":[2],"number":[3],"of":[4,40,42,53,65,70,77,95,117,145,160,165,170,172,181,186,190,200],"adverts":[5],"inundating":[6],"average":[8],"consumer":[9],"every":[10],"day,":[11],"marketing":[13,28],"industry":[14],"is":[15,33,167],"seeking":[16],"methods":[17],"to":[18,47,57,91,106],"reach":[19],"clients":[20],"in":[21,45,68,139,143,175,179,188,206],"a":[22,48,88,176],"more":[23,210],"subtle":[24],"manner":[25,208],"than":[26,142,154],"traditional":[27,49,78,119,149,177],"messages.":[29],"One":[30],"such":[31],"tool":[32],"product":[34,43,81,121,155,191,201],"placement.":[35,156],"The":[36,51,103,148],"article":[37],"addresses":[38],"issues":[39],"effectiveness":[41],"placement":[44,192,202],"comparison":[46,169],"commercial.":[50],"objective":[52],"study":[55],"was":[56,109,136,151],"check":[58],"how":[59],"participants":[60],"would":[61],"recall":[62],"content":[64],"persuasive":[66],"messages":[67],"conditions":[69,76,126,141,144,180,189],"artificially":[71],"inducted":[72],"cognitive":[73,128,146,182],"load":[74,183],"(in":[75],"advertisement":[79],"and":[80,99],"placement).":[82],"Two":[83],"studies":[84],"were":[85,209],"conducted":[86],"-":[87,203],"pre-study":[89],"intended":[90],"assess":[92],"usefulness":[94],"selected":[97],"stimuli,":[98],"main":[101],"experiment.":[102],"experiment":[104],"devoted":[105],"this":[107,207],"question":[108],"planned":[110],"using":[111],"an":[112],"ANOVA":[113],"scheme":[114],"2":[115,124],"(Type":[116],"advert:":[118],"vs.":[120,127],"placement)":[122],"\u00d7":[123],"(neutral":[125],"load).":[129],"It":[130],"turned":[131],"out":[132],"that":[133],"commercial":[135,150,178],"better":[137,153],"retained":[138],"neutral":[140],"load.":[147,194],"remembered":[152],"From":[157],"perspective":[159],"study's":[162],"ecological":[163],"validity,":[164],"importance":[166],"also":[168],"retention":[171,185],"brands":[173,187,204],"viewed":[174],"with":[184],"without":[193],"These":[195],"comparisons":[196],"indicate":[197],"superiority":[199],"presented":[205],"frequently":[211],"recalled":[212],"by":[213],"viewers.":[214]},"counts_by_year":[{"year":2026,"cited_by_count":3},{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":4},{"year":2023,"cited_by_count":2},{"year":2021,"cited_by_count":1},{"year":2020,"cited_by_count":2},{"year":2019,"cited_by_count":1}],"updated_date":"2026-10-28T10:33:24.094632","created_date":"2018-08-31T00:00:00"}
