INCENTIVE OR PREVENTION? THE IMPACT OF WARNING MESSAGES ON CONSUMER BEHAVIOR

INCITATION OU PREVENTION? L'IMPACT DES MESSAGES D'AVERTISSEMENT SUR LE COMPORTEMENT DU CONSOMMATEUR

Aline Degorre () and Dragana Medic
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Aline Degorre: TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse

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Abstract: Product placement is more and more used in music video clips. In France, those broadcasted on television are regulated by the CSA . A warning message indicating the presence of product placement is mandatory. The objective of this study is to highlight the reaction of the consumer to this preventive message? in terms of purchase intention. After a study of 169 respondents, the results show that the presence of warning messages has a negative effect on the intention to purchase.

Keywords: Warning message of product placement; product placement; purchase intension; immersion; Placement de produits; Intentions d'achat (search for similar items in EconPapers)
Date: 2017-05-17
Note: View the original document on HAL open archive server: https://hal.science/hal-02885072v1
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Published in Association Française du Marketing, May 2017, Tours, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02885072

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