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Using advertising alignment to improve product placement effects on product choice: The power of facilitating analogies
Author(s) -
Roehm Harper A.,
Roehm Michelle L.
Publication year - 2019
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1763
Subject(s) - generalization , product (mathematics) , product placement , computer science , advertising , power (physics) , new product development , analogical reasoning , psychology , cognitive psychology , marketing , business , mathematics , epistemology , analogy , mathematical analysis , physics , geometry , quantum mechanics , philosophy
Two studies investigate the utility of analogical reasoning for improving the likelihood of consumer choice after a product placement. Data suggest that analogical transfer to real‐life situations of a product solution featured in a placement can be facilitated by judicious use of accompanying advertising. Ads that are distinct from placement content are associated with higher choice frequencies for the focal item than are ads that play as extensions of a show episode in which a product was placed. This presumably occurs because distinct ads promote generalization of the solution viewed in the product placement, and this, in turn, facilitates later analogical mapping of the solution.