How Product-Plot Integration and Cognitive Load Affect Brand Attitude: A Replication

Felipe Pantoja, Patricia Rossi and Adilson Borges
Additional contact information
Adilson Borges: NEOMA - Neoma Business School

Post-Print from HAL

Abstract: Marketers are progressively using product placements to counteract technology that enables consumers to skip advertisements. However, consumers are increasingly multitasking while they watch videos, which might affect placement effectiveness. In France we conceptually replicate research on product–plot integration and multitasking that was originally conducted in the United States to analyze how different levels of cognitive charge influence this phenomenon. Results show that participants under moderate cognitive load liked intrusive placements. However, participants under high cognitive load were significantly less positive toward intrusive placements. The results show a potential U-shaped relationship between placement integration and levels of cognitive load.

Keywords: product placement; placement effectiveness; product-plot integration (search for similar items in EconPapers)
Date: 2015-10
References: Add references at CitEc
Citations:

Published in Journal of Advertising, 2015, 45 (1), pp.113--119. ⟨10.1080/00913367.2015.1085818⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01563052

DOI: 10.1080/00913367.2015.1085818

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().