The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude
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.
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Citations
Cites
Levels of processing: A framework for memory research
Craik, F. I. M., & Lockhart, R. S. (1972) · Journal of Verbal Learning and Verbal Behavior · doi:10.1016/s0022-5371(72)80001-x · Cited by 9,566
The Elaboration Likelihood Model of Persuasion
Petty, R. E., & Cacioppo, J. T. (1986) · Advances in Experimental Social Psychology · doi:10.1016/s0065-2601(08)60214-2 · Cited by 8,822
Attitudinal Effects of Mere Exposure
Zajonc, R. B. (1968) · Journal of Personality and Social Psychology · doi:10.1037/h0025848 · Cited by 6,745
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Friestad, M., & Wright, P. (1994) · Journal of Consumer Research · doi:10.1086/209380 · Cited by 3,811
Campbell, M. C., & Kirmani, A. (2000) · Journal of Consumer Research · doi:10.1086/314309 · Cited by 1,342
Cited by
Authenticity under threat: When social media influencers need to go beyond self-presentation
Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2018.07.008 · Cited by 1,452
Instafamous and social media influencer marketing
Jin, S. V., Muqaddam, A., & Ryu, E. (2019) · Marketing Intelligence & Planning · doi:10.1108/mip-09-2018-0375 · Cited by 1,020
Hudson, S., & Ritchie, J. R. B. (2006) · Journal of Travel Research · doi:10.1177/0047287506286720 · Cited by 570
When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence
Cowley, E., & Barron, C. (2008) · Journal of Advertising · doi:10.2753/joa0091-3367370107 · Cited by 337
Wei, M.-L., Fischer, E., & Main, K. J. (2008) · Journal of Public Policy & Marketing · doi:10.1509/jppm.27.1.34 · Cited by 309
Metadata
- Authors
- Russell, C. A.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2002-12
- Volume
- 29
- Issue
- 3
- Pages
- 306-318
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2173766965
- Cited by
- 791
- References
- 5
- FWCI
- 38.43
- Type
- journal article
- Language
- en
- Open access
- closed
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- Russell, C. A. (2002). Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude. Journal of Consumer Research. https://doi.org/10.1086/344432
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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