I’ll Have What She’s Having: Gauging the Impact of Product Placements on Viewers
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Law, Sharmistha; Braun, Kathryn A.
Product placement in TV shows is becoming increasingly common, yet little is known about its effectiveness nor even how to define and measure such effectiveness. This research examined the effectiveness of product placement with the use of two different types of measures: explicit measures that tap memory directly (with the use of a recognition and recall task), and an implicit measure that measures the effect of exposure on product choice indirectly. It was hypothesized that the ability of product placement to enhance memory and choice may be mediated by distinct mechanisms. The results showed an overall enhancement in product recall, recognition, and choice due to placement. Further, although products central to the plot were remembered and recalled more than products placed more subtly, no reliable effect of centrality of placement was observed on the choice measure. This dissociation also occurred with modality of placement—where seen-only products most influenced choice but were least recalled. The present data conform to theories of memory, which predict that performance on explicit memory task can be dissociated or uncorrelated with performance on implicit performance or choice. This finding has significant implications for how product placements are designed and how their efficacy evaluated.
television programs; product recall; consumer choice; consumer behavior; product placement; advertising research
Required Publisher Statement: © Wiley. Final version published as: Law, S., & Braun-LaTour, K. A. (2000). I’ll have what she’s having: Gauging the impact of product placement on viewers. Psychology & Marketing, 17(12), 1059-1075. Reprinted with permission. All rights reserved.