Others Matter: the Effect of Peer Connectedness to Television Series on Product Placement Effectiveness

Valeria Noguti, University of Technology Sydney, Australia
Cristel Russell, University of Auckland, New Zealand
This research introduces the concept of peer connectedness to television series – the perceived referential influence of a television program on others. This includes the effects of consumption portrayals within the medium or program, in particular placed products. The results of a field study where peer connectedness is measured and a laboratory experiment where it is manipulated show that peer connectedness affects purchase intentions for products and brands placed in the content of television series. They also show the moderating role of susceptibility to normative interpersonal influence.
[ to cite ]:
Valeria Noguti and Cristel Russell (2010) ,"Others Matter: the Effect of Peer Connectedness to Television Series on Product Placement Effectiveness", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 511-512 .