Arming consumers against product placement: A comparison of factual and evaluative educational interventions

Tina Tessitore and Maggie Geuens
Additional contact information
Tina Tessitore: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: Several countries allow product placement on the condition that it is clearly identified to consumers. However, the currently used disclosures are not always effective. Therefore, we investigate the potential of two types of educational interventions (factual versus evaluative) to help consumers identify product placements, as well as the impact they have on the placed brands. Our results show that an evaluative (versus factual) intervention evokes more reactance (Study 1) and has a lower impact on persuasion knowledge but leads to similar correction effects on the purchase intention of the placed brand (Study 2). Study 3 extends these findings by investigating consumer characteristics as a potential moderator and shows that factual (evaluative) interventions lead to more correction effects on purchase intention for lower (higher) self-monitors.

Date: 2019-02
References: Add references at CitEc
Citations: View citations in EconPapers (4)

Published in Journal of Business Research, 2019, 95, pp.38 - 48. ⟨10.1016/j.jbusres.2018.09.016⟩

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

Related works:
Journal Article: Arming consumers against product placement: A comparison of factual and evaluative educational interventions (2019)
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-01914724

DOI: 10.1016/j.jbusres.2018.09.016

Access Statistics for this paper

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