 Can negative characters in soap operas be positive for product placement?José António Dias, José G. Dias and Carmen Lages Journal of Business Research, 2017, vol. 71, issue C, 125-132 Abstract: The purpose of this study is twofold: (1) to test how the consumer's attitude toward product placements in a television soap opera is affected by the use of different types of character: positive versus negative; and (2) to determine the circumstance in which a negative character can be appropriated in product placement. The conceptual model proposes that the attitude toward product placement in general has a direct and indirect impact on the attitude toward the placed product, while the (negative or positive) nature of the television characters interacting with the placed product works as a moderator. Experimental data test the model. The stimuli were original product placements in a soap opera broadcast. Results from a structural equation model show that negative characters can be effective vehicles for product placement as long as viewers meet two conditions: they manifest general acceptance of product placement and have a parasocial relationship with the character. Keywords: Product placement; Brand placement; Parasocial relationship; Positive-negative asymmetry; Soap opera characters (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:71:y:2017:i:c:p:125-132 DOI: 10.1016/j.jbusres.2016.10.010 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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