Consumption-Related Values and Product Placement: the Effect of Cultivating Fashion Consciousness on the Appeal of Brands in Reality Television

This paper demonstrates that cultivation of fashion consciousness directly affects consumers’ attitudes towards brands that are integrated within television programs. It advances theory by suggesting that, during viewing, consumers’ motivation to process brand information is enhanced by the simultaneous cultivation of consumption-related values; generally considered stable in the communication situation.



Citation:

Claire Sherman and Damien Arthur (2012) ,"Consumption-Related Values and Product Placement: the Effect of Cultivating Fashion Consciousness on the Appeal of Brands in Reality Television", 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: 526-531.

Authors

Claire Sherman, Zayed University, UAE
Damien Arthur, Zayed University, UAE



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Corporate Social Responsibility and Dishonest Consumer Behavior

In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA

Read More

Featured

Why is 1 out of 20 Riskier than 5%? Effect of Representing Unlikely Events as Frequency versus Percentage on Risk Perceptions

Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA

Read More

Featured

When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, 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.