Investigating the Effectiveness of Product Placements in Television Shows
The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude
Bibliographic Data
| ID | 2214734 |
|---|---|
| Authors | C A Russell (0000-0002-1918-6381, San Diego State University, corresponding author) |
| Year | 2002 |
| Volume | 29 |
| Issue | 3 |
| Pages | 306-318 |
| Publication date | 2002-12-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/344432 |
| OpenAlex | W2173766965 |
| Language | EN |
| Citations received | 81 |
| References cited | 49 |
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
Advertising · Affect (linguistics) · Business · Cognitive psychology · Congruence (geometry) · Connection (principal bundle) · Modality (human–computer interaction) · Persuasion · Plot (graphics) · Product (mathematics) · Product placement · Artificial Intelligence · Communication · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Mathematics · Media Influence and Health · Psychology · Social Psychology
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| Unique citing works | 81 |
|---|---|
| Citations per year | 3,68 |
| Citation span | 2004 - 2026 (23) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 77 |