When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence

@article{Cowley2008WhenPP,
  title={When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence},
  author={E. Cowley and Chris Barron},
  journal={Journal of Advertising},
  year={2008},
  volume={37},
  pages={89 - 98}
}
Previous research has found a positive shift in brand attitude after exposure to product placements. The study presented here investigates conditions under which product placements may cause a negative shift in brand attitude. The results reveal that prominent placements can negatively impact brand attitudes of viewers who report high levels of program liking. Conversely, viewers reporting lower levels of program liking shift brand attitude in a positive direction after exposure to a prominent… Expand
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