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Exposure to Product Placement in Text Can Influence Consumer Judgments
Author(s) -
Storm Benjamin C.,
Stoller Eve
Publication year - 2014
Publication title -
applied cognitive psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.719
H-Index - 100
eISSN - 1099-0720
pISSN - 0888-4080
DOI - 10.1002/acp.3064
Subject(s) - psychology , surprise , product (mathematics) , purchasing , reading (process) , product placement , advertising , task (project management) , social psychology , brand names , cognitive psychology , marketing , linguistics , business , philosophy , geometry , mathematics , management , economics
Summary Five experiments explored the consequences of exposure to product placement in text. In each experiment, participants read three short stories containing the names of several brand‐name products. When given a surprise judgment task asking them to rate their likelihood of purchasing a number of brands—some of which were placed and some of which were not placed—participants rated placed brands significantly higher than non‐placed brands. This effect of product placement was observed even when participants were warned about product placement prior to reading the stories, and even when participants reported having a negative opinion about product placement as a form of advertisement. Under some conditions, however, the effect did interact with brand familiarity, such that judgments of familiar brands were affected less by product placement than were judgments of unfamiliar brands. Copyright © 2014 John Wiley & Sons, Ltd.