reality television, brand placement, brand recall, recall scores, college students, television viewers
This thesis measures college students' attitudes toward, and the effectiveness of, brand placement in the genre of reality television. Surveys were used to discover the level of brand recall for the products and brands displayed in reality television programming and to discover viewers' reported reasons for paying attention to these brands. The study found that viewers tended to have positive attitudes toward brand placement in reality television and that focus on a brand was a major reason for recall. Furthermore, the study found no significant difference in the recall scores of reality television viewers versus non-viewers and no significant difference based on the perceived level of the reality of the programming.
Master of Arts (M.A.)
College of Arts and Sciences
Nicholson School of Communication
Length of Campus-only Access
Masters Thesis (Open Access)
Fayemi, Temitayo, "College Students' Recall Of And Attitudes Toward Brand Placement In Reality Television Programming" (2006). Electronic Theses and Dissertations. 745.