When Intrusive Can Be Likable: Product Placement Effects on Multitasking Consumers

@inproceedings{Yoon2015WhenIC,
  title={When Intrusive Can Be Likable: Product Placement Effects on Multitasking Consumers},
  author={Sang-Chul Yoon and Yungkyun Choi and Sujin Song and Julia Roberts and R. Russo},
  year={2015}
}
Using movie scenes, this study examines how multitasking by viewers influences the product– plot integration effect. Findings indicate that multitasking dampens a well integrated placement’s brand-enhancing effect and mitigates an intrusive placement’s brand-damaging effect. Well integrated placement produces an assimilation effect, leading to convergence of viewers’ attitudes toward the placed versus competing brands, while intrusive placement triggers a contrast effect that results in… CONTINUE READING