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.
Citation:
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.
Authors
Bruno Kocher, HEC Paris, France
Marco Lalos, HEC Lausanne
Stephen J. Gould, Baruch College
Sandor Czellar, HEC Paris, France
Volume
E - European Advances in Consumer Research Volume 9 | 2011
Share Proceeding
Featured papers
See MoreFeatured
Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products
Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome
Featured
Bundle Variety and Preference: A Neuromarketing Study Using Event-Related Potentials
Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University
Featured
B3. The Effect of Temporal Distance on Online Reviews’ Recommendation Power: The Role of Spontaneous Retrieval and Perceived Trust
Kyu Ree Kim, Seoul National University
Wujin Chu, Seoul National University