The DOI matches its Crossref record; 20 of the 20 references it cites were found in a registry or an index.
When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence
Abstract
Previous research has found a positive shift in brand attitude after exposure to product placements. The study presented here investigates conditions under which product placements may cause a negative shift in brand attitude. The results reveal that prominent placements can negatively impact brand attitudes of viewers who report high levels of program liking. Conversely, viewers reporting lower levels of program liking shift brand attitude in a positive direction after exposure to a prominent placement. However, the positive shift in brand attitude for participants with lower program liking disappears when a persuasive-intent prime precedes exposure to the placement. Subtle placements are less likely to result in negative shifts in brand attitude. The Persuasion Knowledge Model (Friestad and Wright 1994) is used to explain the results.
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Citations
Cites
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
Edwards, S. M., Li, H., & Lee, J.-H. (2002) · Journal of Advertising · doi:10.1080/00913367.2002.10673678 · Cited by 1,053
Russell, C. A. (2002) · Journal of Consumer Research · doi:10.1086/344432 · Cited by 791
The harassed decision maker: Time pressures, distractions, and the use of evidence.
Wright, P. (1974) · Journal of Applied Psychology · doi:10.1037/h0037186 · Cited by 751
Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues
Balasubramanian, S. K. (1994) · Journal of Advertising · doi:10.1080/00913367.1943.10673457 · Cited by 658
Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall
Gupta, P. B., & Lord, K. R. (1998) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.1998.10505076 · Cited by 587
Campbell, M. C. (1995) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp0403_02 · Cited by 554
Causes of Irritation in Advertising
Aaker, D. A., & Bruzzone, D. E. (1985) · Journal of Marketing · doi:10.1177/002224298504900204 · Cited by 400
Cited by
Buijzen, M., Van Reijmersdal, E. A., & Owen, L. H. (2010) · Communication Theory · doi:10.1111/j.1468-2885.2010.01370.x · Cited by 285
Exploring how consumers cope with online behavioral advertising
Ham, C.-D. (2017) · International Journal of Advertising · doi:10.1080/02650487.2016.1239878 · Cited by 184
Calculation of Facebook Marketing Effectiveness in Terms of ROI
Semerádová, T., & Weinlich, P. (2019) · Advances in Marketing, Customer Relationship Management, and E-Services · doi:10.4018/978-1-5225-7344-9.ch014 · Cited by 6
Gong, W., Ye, W., & Yu, S. (2024) · Journal of Theoretical and Applied Electronic Commerce Research · doi:10.3390/jtaer19040156 · Cited by 5
Metadata
- Authors
- Cowley, E., & Barron, C.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2008-04
- Volume
- 37
- Issue
- 1
- Pages
- 89-98
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2028231608
- Cited by
- 337
- References
- 20
- FWCI
- 53.25
- Type
- journal article
- Language
- en
- Open access
- closed
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- Cowley, E., & Barron, C. (2008). When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence. Journal of Advertising. https://doi.org/10.2753/joa0091-3367370107
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
