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



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