Not All Products Are Placed Equal: a Quasi-Experimental Approach to the Integration Effects of Conspicuous Product Placement on Affective Brand Attitude

Sukki Yoon, Bryant University, USA
Yung Kyun Choi, Dongguk University, Korea
Sujin Song, University of Rhode Island, USA
Using real movie scenes as stimuli, Study 1 demonstrates that consumer feelings toward the placed brand improve when the product is seamlessly integrated, but deteriorate when the product is intrusively integrated. Study 2 identifies the boundary condition under which such integration effects are altered: poor integration’s brand-damaging effect can be reversed to a brand-enhancing effect if viewers are cognitively preoccupied with another task. Study 2 further suggests that poor integration’s reactance-induced boomerang effect might not only decrease the affective evaluation of the placed brand, but might also increase the affective evaluation of the not-shown competitor.
[ to cite ]:
Sukki Yoon, Yung Kyun Choi, and Sujin Song (2010) ,"Not All Products Are Placed Equal: a Quasi-Experimental Approach to the Integration Effects of Conspicuous Product Placement on Affective Brand Attitude", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 600-600 .