CONSUMERS, CHARACTERS, AND PRODUCTS: A Balance Model of Sitcom Product Placement Effects

  title={CONSUMERS, CHARACTERS, AND PRODUCTS: A Balance Model of Sitcom Product Placement Effects},
  author={Cristel Antonia Russell and Barbara Stern and Barbara Stern},
  journal={Journal of Advertising},
  pages={21 - 7}
This study examines the influence of product placements in television serial comedies on consumer attitudes toward the products. Proposing a "Balance Model of Sitcom Product Placement Effects," the study integrates genre theory to analyze character-product associations in sitcoms, parasocial theory to consider consumer-character referential relations, and balance theory to address the main research issue of the way that characters' relations to placed products and consumers' relations to the… Expand
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