The Effect of Perceived Value and Emotional Valence on Product Placement: A Study of Pot-Based Short Video

Yuya Liu; Yingxi Wu

doi:10.62051/ijcsit.v1n1.13

Authors

Yuya Liu
Yingxi Wu

DOI:

https://doi.org/10.62051/ijcsit.v1n1.13

Keywords:

Pot-based short video, Product placement, Perceived value, Brand attitude

Abstract

Plot-based short videos account for the main proportion of short video data and occupy the top position in the overall placement of short videos of product placement. Based on the Persuasiveness Model and Planned Behavior Theory, this article studies the impact of informative perceived value and emotional valence on the effectiveness of plot-based short videos of product placement. The research results indicate that plot based short videos convey better positive emotions than advertisements with negative emotions, and highly informative plot-based short videos have better advertising effects than low informative ones.

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