Does “ Passing the Courvoisier ” Always Pay Off ? Positive and Negative Evaluative Conditioning Effects of Brand Placements in Rap Videos

Abstract

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… (More)

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