The Impact of Narrative Immersion and Perceived Self-Character Similarity on Evaluations of Product Placements

Namita Bhatnagar, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Product placements, or paid brand inclusions within media content, where sponsor identities stay obscured, are extremely popular. We examine the impact of narrative immersion and perceived self-character similarity on persuasion knowledge, and the evaluation of placed brands and narratives in print (magazine) media. Results of four laboratory experiments suggest that immersion into experiences of dissimilar (versus similar) characters makes brand evaluations more favorable and similarity heightens persuasion knowledge. Brand and narrative evaluations, in the case of low self-character similarity, get enhanced when consumers are asked to take on the perspective of the story’s character.
[ to cite ]:
Namita Bhatnagar and Fang Wan (2008) ,"The Impact of Narrative Immersion and Perceived Self-Character Similarity on Evaluations of Product Placements", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 728-729.