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Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude


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  • Russell, Cristel Antonia
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    This article develops and tests a conceptual framework for the practice of product placement. The empirical testing introduces a controlled experimental approach called the theater methodology. Results show that the modality of presentation (visual and auditory) of the placements and the degree of connection between a brand and the plot of the show interact to influence memory and attitude change. Memory improves when modality and plot connection are incongruent but persuasion is enhanced by congruency. While congruous placements appear natural, incongruent placements adversely affect brand attitudes because they seem out of place and are discounted. Copyright 2002 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 29 (2002)
    Issue (Month): 3 (December)
    Pages: 306-18

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    Handle: RePEc:ucp:jconrs:v:29:y:2002:i:3:p:306-18

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    Cited by:
    1. Gurau Calin, 2010. "Advergames: Characteristics, Limitations And Potential," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 726-730, July.
    2. Jean-Marc Lehu & Etienne Bressoud, 2007. "Viewers and brand placement in movies: new insights about viewers contribute to better understand the effectiveness of the technique," Post-Print halshs-00305723, HAL.
    3. Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49, January.
    4. Horrigan, David, 2009. "Branded Content: A new Model for driving Tourism via Film and Branding Strategies," MPRA Paper 25419, University Library of Munich, Germany, revised 28 Aug 2009.
    5. Mai, Robert & Hutter, Katharina, 2014. "Non-Linear Effects of Absurdity in Advertising," EconStor Preprints 96480, ZBW - German National Library of Economics.
    6. Simon Hudson & David Hudson & John Peloza, 2008. "Meet the Parents: A Parents’ Perspective on Product Placement in Children’s Films," Journal of Business Ethics, Springer, vol. 80(2), pages 289-304, June.
    7. Etienne Bressoud & Jean-Marc Lehu & Cristel Antonia Russell, 2008. "Integrating placement and audience characteristics to assess the recall of product placements in film: findings from a field study," Post-Print halshs-00303731, HAL.
    8. Lehu, Jean-Marc & Bressoud, Etienne, 2008. "Effectiveness of brand placement: New insights about viewers," Journal of Business Research, Elsevier, vol. 61(10), pages 1083-1090, October.
    9. Jean-Marc Lehu & Etienne Bressoud, 2008. "L'acceptabilité du placement de marques dans les jeux vidéo : une application aux joueurs de 15 à 35 ans," Post-Print halshs-00305739, HAL.


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