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espanolEl product placement se caracteriza por innovar en las tecnicas de publicidad al insertarse en formatos que, como en el cine, pueden arrojar resultados positivos para las empresas en cuanto a su difusion y promocion del producto. En relacion a lo anterior, el efecto de persuasion de esta tecnica en las peliculas es un area que aun se encuentra en desarrollo de investigacion, por lo tanto, este articulo se propone medir el efecto de la persuasion en los espectadores mediante 4 items a considerar: i) valoracion de la pelicula, ii) el transporte narrativo, iii) identificacion con los personajes y iv) actitud hacia el product placement. Esta investigacion consistio en una de tipo experimental con una muestra aleatoria (N=91) que es dividida en dos grupos, en donde solo un grupo observa la pelicula con product placement, mientras que el otro no. Posteriormente se les aplico, a todos los participantes, un cuestionario que aborda los 4 aspectos mencionados que fue respondido a traves de la escala Likert. Los resultados mostraron que el product placement tiene un efecto de persuasion, especificamente en la memoria y actitud. EnglishProduct placement is characterized by innovating in advertising techniques when inserted in formats that, as in the cinema, can yield positive results for companies in terms of dissemination and promotion of the product. In relation to the above, the effect of persuasion of this technique in films is an area that is still in development research, therefore, this article aims to measure the effect of persuasion on viewers through 4 items to consider: i) evaluation of the film, ii) the narrative transport, iii) identification with the characters and iv) attitude towards the product placement. This investigation consisted of an experimental type with a random sample (N = 91) that is divided into two groups, where only one group observes the film with product placement, while the other does not. Afterwards, a questionnaire was applied to all the participants that addresses the 4 mentioned aspects that were answered through the Likert scale. The results showed that the product placement has a persuasive effect, specifically in the memory and attitude.

Midiendo el efecto de persuasión del Product Placement en el cine