Should You Or Could You? the Effect of Social Influence in Text Warnings Against Product Placement and the Moderating Role of Self-Monitoring"

Text warnings against product placement are examined. Generally, an informational (versus normative) warning seems more effective to mitigate product placement influence. However, for high self-monitors, a normative warning is more effective than an informational warning. Importantly, brand recall is necessary to resist product placement. Persuasion knowledge is identified as mediator.



Citation:

Tina Tessitore and Maggie Geuens (2012) ,"Should You Or Could You? the Effect of Social Influence in Text Warnings Against Product Placement and the Moderating Role of Self-Monitoring"", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 937-938.

Authors

Tina Tessitore, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Brought To You Live”: On The Consumption Experience of Live Social Media Streams

Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA

Read More

Featured

R1. How Consumers Deal With Brand Failure-An Individual Differences Approach

Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University

Read More

Featured

Give Me Something of Yours: The Downside of Digital (vs. Physical) Exchanges

Anne Wilson, Harvard Business School, USA
Shelle Santana, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.