Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude

TLDR

The study develops and tests a conceptual framework for product placement in television shows. The authors employ a controlled experimental design, the theater methodology, to evaluate the framework. Results indicate that incongruent modality and plot connection boost memory but weaken persuasion, while congruent placements strengthen persuasion but can be perceived as natural; however, incongruent placements can damage brand attitudes.

Abstract

This article develops and tests a conceptual framework for the practice of product placement. The empirical testing introduces a controlled experimental approach called the theater methodology. Results show that the modality of presentation (visual and auditory) of the placements and the degree of connection between a brand and the plot of the show interact to influence memory and attitude change. Memory improves when modality and plot connection are incongruent but persuasion is enhanced by congruency. While congruous placements appear natural, incongruent placements adversely affect brand attitudes because they seem out of place and are discounted.