 Fitting product placements: Affective fit and cognitive fit as determinants of consumer evaluations of placed brandsBrian Gillespie, Darrel D. Muehling and Ioannis Kareklas Journal of Business Research, 2018, vol. 82, issue C, 90-102 Abstract: Due to increased clutter and consumers' active avoidance of traditional media, marketers have sought alternative means to effectively reach their audiences. One such technique is the use of media-based product placements in narrative. This strategy is often problematic, however, as extant research demonstrates that when consumers are aware of blatant placements, their attitudes toward the placed product may become less, rather than more, favorable. In a series of studies, we develop and test a theoretically-based Product Placement Fit model that recognizes the importance of congruency between consumers' narrative consumption goals and the manner in which products are placed. Results indicate that when product placements are congruent with both the narrative's story structure (cognitive fit) and the affective tones elicited by the narrative (affective fit), more favorable brand attitudes are produced. Further, narrative enjoyment resulting from a product placement mediates the impact of product placement fit on consumers' brand evaluations. Keywords: Product placement; Promotions; Brand evaluations; Fit; Congruence; Narrative enjoyment (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:82:y:2018:i:c:p:90-102 DOI: 10.1016/j.jbusres.2017.09.002 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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