Consumers, Characters, and Products: A Balance Model of Sitcom Product Placement Effects

Journal of Advertising, 35 (1), 7-18 (Lead article) (2006)

15 Pages Posted: 18 Nov 2015

See all articles by Cristel Russell

Cristel Russell

American University - Kogod School of Business

Barbara Stern

Rutgers, The State University of New Jersey - New Brunswick/Piscataway

Date Written: 2006

Abstract

This study examines the influence of product placements in television serial comedies in consumer attitudes.

Suggested Citation

Russell, Cristel and Stern, Barbara, Consumers, Characters, and Products: A Balance Model of Sitcom Product Placement Effects (2006). Journal of Advertising, 35 (1), 7-18 (Lead article) (2006). Available at SSRN: https://ssrn.com/abstract=2691679

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

4400 Massachusetts Avenue NW
Washington, DC 20816-8044
United States

Barbara Stern

Rutgers, The State University of New Jersey - New Brunswick/Piscataway

94 Rockafeller Road
New Brunswick, NJ 08901
United States

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