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

@article{Russell2006CONSUMERSCA,
  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},
  year={2006},
  volume={35},
  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
Utilizing balance theory, parasocial interaction theory and genre theory in evaluating product placement effects on consumer attitudes
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