在這數位資訊發達的時代，品牌及商品呈現方式層出不窮，但漸漸地的效益卻不如既往，廠商總是想破腦袋的要如何使自家品牌能被消費者所發現、加以關注，大家都希望能讓消費者在最短的時間記住自己的品牌，並留下深刻的印象。而置入性行銷一直以來都是眾多廠商所選擇的方法，希望能透過劇中男女主角傳達其品牌及商品，廠商希望能讓消費者更容易的接觸到品牌及產品，所以會將產品以不突兀的方式融入到劇情當中，使消費者在不知不覺中能接收到品牌及商品的相關資訊。
本研究就針對情節中情緒氛圍的改變，對置入的品牌及產品是否會有態度及行為上的改變來加以探討，並在加入個人本身的認知需求程度來進行相關的分析。在研究中，我們發現情緒氛圍的改變的確會影響到閱聽者對品牌的態度及購買的行為意圖，但其中也發現了因為產品是觀眾不知不覺中置入的，所以有許多閱聽者較不容易發覺所置入的商品為何，導致在產品態度上的改變較無顯著，故在商品置入時還是需要考慮到閱聽者是否容易察覺到所置入的商品，而在加入認知需求程度這個干擾變數後，只在產品態度上有顯著差異，其餘則沒有，這其中還有許多因素，很適合進行更深入的研究。
Nowadays the dissemination of information is well-developed. Although companies have more and more ways to present their productions, it was not so easy as usual. Every companies struggle figuring out new way to exposure themselves. They want customers can be impressed and remember their brands within a short time. Placement marketing has always been a popular way for many companies. Whatever the characters buy or wear or eat, are chances that the companies want to get. They want customers to get to know their product more often by more normal ways.
In this paper, we focus on how the change of emotional atmosphere of the plot influences the customers’ attitude and behavior toward the brand and its products. And analyzing the degree of awareness of the individual itself. During the research, we found that it did influence the audiences’ attitude and behavior toward the brand and its products. But we also found that many audiences did not recognize brands or products since they are placed in the plot without aware. Therefore, it is essential to consider which way is easier to get the audiences’ awareness. By adding degree of cognitive needs this moderator variable, only the attitude toward products are changed. There are many variable in it worth to do further research.
