Product Placement Effects Over Time: the Effects of Brand and Design Attributes in a Dynamic On-Line Choice Task

Ah-reum Maeng, University of Wisconsin-Madison, USA
David Schweidel, University of Wisconsin-Madison, USA
Thomas O'Guinn, University of Wisconsin-Madison, USA
Our study examines how product placement affects consumers' choice behavior. After exposing respondents to a television program that contained product placement, respondents participated in an online choice task that included the featured product and choice alternatives from the same brand and a competing brand. We see that the effects of product placement occur at the brand level rather than at the product level. Our analysis also reveals two distinct ways in which product placement affects respondents' movements through the choice task. While product placement can increase initial interest in the depicted brand, the utility associated with brand's products decreases by a larger amount as respondents view the brand's products. We discuss the implications of these contrasting findings for brands considering the use of product placement.
[ to cite ]:
Ah-reum Maeng, David Schweidel, and Thomas O'Guinn (2010) ,"Product Placement Effects Over Time: the Effects of Brand and Design Attributes in a Dynamic On-Line Choice Task", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 862-863 .