Editing Product placement (section)

====Subconscious effects====
Product placement affects the audience on a conscious, but also subconscious level. Science showed that there does not even need to be an explicit, conscious effect to activate subconscious effects.<ref name="Law and Braun 2000" /><ref>{{cite journal|last1=Butler|first1=Laurie T.|last2=Berry|first2=Dianne C.|title=The Influence of Affective Statements on Performance on Implicit and Explicit Memory Tasks|journal=Applied Cognitive Psychology|date=2002|volume=16|issue=7|pages=829–843|doi=10.1002/acp.841}}</ref><ref>{{cite journal|last1=Perfect|first1=T. J.|last2=Askew|first2=C.|title=Print Adverts: Not Remembered but Memorable|journal=Applied Cognitive Psychology|date=1994|volume=8|issue=7|pages=693–703|doi=10.1002/acp.2350080707}}</ref><ref>{{cite journal|last1=Shapiro|first1=Stewart|last2=Krishnan|first2=H. Shanker|title=Memory-Based Measures for Assessing Advertising Effects: A Comparison of Explicit and Implicit Memory Effects|journal=Journal of Advertising|date=2001|volume=30|issue=3|pages=1–13|doi=10.1080/00913367.2001.10673641|s2cid=144010274}}</ref> For example, product placement can lead to an exclusion of competing brands from the [[consideration set]] of the audience – subconsciously.<ref name="Herrmann et al. 2011" /><ref>{{cite web|last1=Kuerschner|first1=Jens|title=Subliminal Product Placement in movies (study)|url=https://www.placedise.com/blog/subliminal-product-placement-in-movies-study/|website=Placedise|publisher=Placedise GmbH|access-date=11 August 2015|archive-url=https://web.archive.org/web/20151230073606/https://www.placedise.com/blog/subliminal-product-placement-in-movies-study/|archive-date=December 30, 2015|url-status=live|df=mdy-all|date=October 2014}}</ref> It is also hoped to bypass advertising defense reactions of consumers by focusing on the subconscious character of product placement.<ref name="Matthes et al. 2007" />