Brand placement in novels

Abstract

AbstractA key proposition of resource matching theory is that the cognitive challenge presented by a message execution should meet rather than exceed (or fall short of) the level of cognitive resources that the recipient is prepared to expend. A number of generation effect studies under incidental learning conditions indicate that the cognitive challenge presented by omitting letters from a word may enhance recall for the word. Within the context of brand placements in a novel, this study uses both the resource matching and generation effect frameworks to hypothesise the effects on brand recall of manipulating the cognitive challenge presented by the format of a brand placement – a fragment of a brand name versus a complete brand name. The results of two experiments indicate that mild fragmentation (the omission of a single letter in a brand name) induces higher levels of brand recall than either a severely fragmented or complete brand name. Study limitations as well as implications for the practice of brand placement in novels and other media are discussed. Additional informationNotes on contributorsIan BrennanIan Brennan is Associate Professor of Marketing at the Hasan School of Business, Colorado State University – Pueblo, US. He has previously been a visiting professor of marketing at the London School of Economics. His primary research interest is brand placement. His work has been published in the International Journal of Advertising, Journal of Promotion Management, Psychology and Marketing, Decision Support Systems and Marketing Intelligence and Planning.