The Moderating Role of Social Norms on the Effects of Product Placement in Television Fiction: A Field Study in Brazil

Journal of Current Issues and Research in Advertising, 36 (1), 20-34, 2015

Posted: 18 Nov 2015

See all articles by Valeria Noguti

Valeria Noguti

University of Technology Sydney (UTS)

Cristel Russell

American University - Kogod School of Business

Date Written: 2015

Abstract

This research investigates the role played by normative influences that surround the consumption of TV series on the effect of product placements. In line with the Theory of Reasoned Action, we posit that perceptions of TV programs’ influence on others moderate the relationship between positive brand attitudes and consumers’ intentions to buy brands linked to the program through product placement. Data collected from Brazilian women show that social norms related to novelas, Latin American soap operas, indeed moderate the impact of a brand placed therein.

Suggested Citation

Noguti, Valeria and Russell, Cristel, The Moderating Role of Social Norms on the Effects of Product Placement in Television Fiction: A Field Study in Brazil (2015). Journal of Current Issues and Research in Advertising, 36 (1), 20-34, 2015. Available at SSRN: https://ssrn.com/abstract=2691720

Valeria Noguti

University of Technology Sydney (UTS)

15 Broadway, Ultimo
PO Box 123
Sydney, NSW 2007
Australia

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

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

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