Consumption-Related Values and Product Placement: the Effect of Cultivating Fashion Consciousness on the Appeal of Brands in Reality Television

Claire Sherman, Zayed University, UAE
Damien Arthur, Zayed University, UAE
This paper demonstrates that cultivation of fashion consciousness directly affects consumers’ attitudes towards brands that are integrated within television programs. It advances theory by suggesting that, during viewing, consumers’ motivation to process brand information is enhanced by the simultaneous cultivation of consumption-related values; generally considered stable in the communication situation.
[ to cite ]:
Claire Sherman and Damien Arthur (2012) ,"Consumption-Related Values and Product Placement: the Effect of Cultivating Fashion Consciousness on the Appeal of Brands in Reality Television", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 526-531.