Not All Products Are Placed Equal: a Quasi-Experimental Approach to the Integration Effects of Conspicuous Product Placement on Affective Brand Attitude

Using real movie scenes as stimuli, Study 1 demonstrates that consumer feelings toward the placed brand improve when the product is seamlessly integrated, but deteriorate when the product is intrusively integrated. Study 2 identifies the boundary condition under which such integration effects are altered: poor integration’s brand-damaging effect can be reversed to a brand-enhancing effect if viewers are cognitively preoccupied with another task. Study 2 further suggests that poor integration’s reactance-induced boomerang effect might not only decrease the affective evaluation of the placed brand, but might also increase the affective evaluation of the not-shown competitor.



Citation:

Sukki Yoon, Yung Kyun Choi, and Sujin Song (2010) ,"Not All Products Are Placed Equal: a Quasi-Experimental Approach to the Integration Effects of Conspicuous Product Placement on Affective Brand Attitude", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 600-600 .

Authors

Sukki Yoon, Bryant University, USA
Yung Kyun Choi, Dongguk University, Korea
Sujin Song, University of Rhode Island, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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