Increasing Persuasion While Decreasing Recognition: Exploring the Interactive Effects of Product Placements on Consumers in a State of Ego-Depletion

Brian Gillespie, Washington State University, USA
Jeff Joireman, Washington State University, USA
The present study explored the impact of ego-depletion on responses to product placements. Participants watched a sitcom with multiple product placements. Results showed that ego-depletion increased brand attitudes toward and reduced recognition of placed products with a low plot connection, a pattern consistent with past research on ego-depletion and persuasion.
[ to cite ]:
Brian Gillespie and Jeff Joireman (2011) ,"Increasing Persuasion While Decreasing Recognition: Exploring the Interactive Effects of Product Placements on Consumers in a State of Ego-Depletion", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.