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Does “Passing the Courvoisier” always pay off? Positive and negative evaluative conditioning effects of brand placements in music videos
Author(s) -
Schemer Christian,
Matthes Jörg,
Wirth Werner,
Textor Samuel
Publication year - 2008
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20246
Subject(s) - psychology , conditioning , preference , advertising , social psychology , affect (linguistics) , brand image , communication , business , economics , statistics , mathematics , microeconomics
The proliferation of brands in television programming has abounded in recent times. Especially in rap videos, actors frequently depict brands and products. One mechanism by which placements can affect consumers' attitudes is evaluative conditioning. Given that in rap videos brands are paired with liked as well as disliked actors, there is a high potential for positive and negative conditioning effects. In an experiment with an authentic rap video, the appearance of placements and the image of the rap actors were varied. The results indicate that the pairing of a brand with positively evaluated artists produces positive attitudes toward the brand. In contrast, a negative conditioning procedure results in negative attitudes toward the brand. Further analyses demonstrate that conditioning effects are even stronger when preference for rap music is high and recognition of the brand rather low. © 2008 Wiley Periodicals, Inc.