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Fitting product placements: Affective fit and cognitive fit as determinants of consumer evaluations of placed brands

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  • Gillespie, Brian
  • Muehling, Darrel D.
  • Kareklas, Ioannis

Abstract

Due to increased clutter and consumers' active avoidance of traditional media, marketers have sought alternative means to effectively reach their audiences. One such technique is the use of media-based product placements in narrative. This strategy is often problematic, however, as extant research demonstrates that when consumers are aware of blatant placements, their attitudes toward the placed product may become less, rather than more, favorable. In a series of studies, we develop and test a theoretically-based Product Placement Fit model that recognizes the importance of congruency between consumers' narrative consumption goals and the manner in which products are placed. Results indicate that when product placements are congruent with both the narrative's story structure (cognitive fit) and the affective tones elicited by the narrative (affective fit), more favorable brand attitudes are produced. Further, narrative enjoyment resulting from a product placement mediates the impact of product placement fit on consumers' brand evaluations.

Suggested Citation

  • Gillespie, Brian & Muehling, Darrel D. & Kareklas, Ioannis, 2018. "Fitting product placements: Affective fit and cognitive fit as determinants of consumer evaluations of placed brands," Journal of Business Research, Elsevier, vol. 82(C), pages 90-102.
  • Handle: RePEc:eee:jbrese:v:82:y:2018:i:c:p:90-102
    DOI: 10.1016/j.jbusres.2017.09.002
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    3. Xiaohong Zhang & Na Li & Yanbo Wang & Yanqi Sun, 2023. "The Effect of Product Placement Strategies on Customer Behavior: A Prospective of Foote, Cone and Belding (FCB) Grid Model," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    4. Avramova, Yana R. & Dens, Nathalie & De Pelsmacker, Patrick, 2021. "Brand placement across media: The interaction of placement modality and frequency in film versus text," Journal of Business Research, Elsevier, vol. 128(C), pages 20-30.
    5. Coker, Kesha K. & Altobello, Suzanne A., 2018. "Product placements in social settings: The impact of coviewing on the recall of placed brands," Journal of Business Research, Elsevier, vol. 87(C), pages 128-136.
    6. Chung Hur & Jiyoung Hwang & Chankoo Yeo, 2020. "The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 300-311, May.

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