PRODUCT PLACEMENTS The Impact of Placement Type and Repetition on Attitude

@inproceedings{Homer2009PRODUCTPT,
  title={PRODUCT PLACEMENTS The Impact of Placement Type and Repetition on Attitude},
  author={Pamela Miles Homer},
  year={2009}
}
The global market for product placement, the practice in which fi rms pay to place branded products (e.g., brand name/logo, package, signage, other trademarks) in the content of mass media programming, has exploded. A pair of studies test two potential moderating factors that may help account for the lack of attitude change reported in past experimental studies of placement effects. Specifi cally, this paper examines the effects of repetition of branded product placements in television and… CONTINUE READING