Resisting Normative Influences in the Context of Product Placements

Cristel Russell , University of Auckland, New Zealand
Valeria Noguti, University of Technology Sydney, Australia
We use social-psychological experiments to investigate how perceptions of peers’ TV preferences reduce consumers’ intentions to purchase products placed in the series. We find social conformers less interested in placed-products when peers are perceived as less connected to the TV series, and non-conformers less interested when peers are more connected.
[ to cite ]:
Cristel Russell and Valeria Noguti (2011) ,"Resisting Normative Influences in the Context of Product Placements", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 150-151.