Article2002

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

792 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

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.

Citations in this library

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References

1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1989Schema Congruity as a Basis for Product Evaluation 1989Using Drama to Persuade 1981Plot Units and Narrative Summarization*

Cited by

2018Authenticity under threat: When social media influencers need to go beyond self-presentation 2019Instafamous and social media influencer marketing 2011Online Display Advertising: Targeting and Obtrusiveness 2006Promoting Destinations via Film Tourism: An Empirical Identification of Supporting Marketing Initiatives 2006Audience Response to Product Placements: An Integrative Framework and Future Research Agenda 2007Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention 2012Balance and Sequence in Online Reviews: How Perceived Usefulness Affects Attitudes and Intentions 2006CONSUMERS, CHARACTERS, AND PRODUCTS: A Balance Model of Sitcom Product Placement Effects

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