Product Placement in Song Lyrics: Impact of Cognitive Load, Disclosure, Valence and Strength

Through three studies, we investigate consumer attitudes and memory toward artists and brands engaging in product placement in song lyrics. The first study demonstrates that attitudes toward the artist, but not toward the brand, are less positive when respondents are made aware about a commercial deal between the artist and the brand. The second study replicates and extends the first one, notably through the inclusion of cognitive busyness and memory. The third study assesses the impact of the placement’s valence and strength. Results show that when a brand is repeated positively, attitudes toward the artist and the brand decline.


Bruno Kocher, Marco Lalos, Stephen J. Gould, and Sandor Czellar (2011) ,"Product Placement in Song Lyrics: Impact of Cognitive Load, Disclosure, Valence and Strength", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 495.


Bruno Kocher, HEC Paris, France
Marco Lalos, HEC Lausanne
Stephen J. Gould, Baruch College
Sandor Czellar, HEC Paris, France


E - European Advances in Consumer Research Volume 9 | 2011

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