Should You Or Could You? the Effect of Social Influence in Text Warnings Against Product Placement and the Moderating Role of Self-Monitoring"

Tina Tessitore, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium
Text warnings against product placement are examined. Generally, an informational (versus normative) warning seems more effective to mitigate product placement influence. However, for high self-monitors, a normative warning is more effective than an informational warning. Importantly, brand recall is necessary to resist product placement. Persuasion knowledge is identified as mediator.
[ to cite ]:
Tina Tessitore and Maggie Geuens (2012) ,"Should You Or Could You? the Effect of Social Influence in Text Warnings Against Product Placement and the Moderating Role of Self-Monitoring"", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 937-938.