Normative Influences on Product Placement Effects: Alcohol Brands in Television Series and the Influence of Presumed Influence

Journal of Advertising, 43 (1), 46-62, February 2014

Posted: 18 Nov 2015

See all articles by Cristel Russell

Cristel Russell

American University - Kogod School of Business

Valeria Noguti

University of Technology Sydney (UTS)

Date Written: 2014

Abstract

This research investigates how normative influences surrounding television (TV) series impact product placement effects. Drawing from the influence of presumed influence (IPI) model of communications research, the research assesses the impact of the presumed influence of TV series on others on young consumers’ desire to buy placed alcohol brands. Three experiments show that presumed influence can increase or decrease consumers’ intentions to purchase brands placed in TV series. Furthermore, this relationship is moderated by individual differences in susceptibility to normative interpersonal influence and, for individuals low in psychological trait reactance, by contextual effects that prime conformity.

Suggested Citation

Russell, Cristel and Noguti, Valeria, Normative Influences on Product Placement Effects: Alcohol Brands in Television Series and the Influence of Presumed Influence (2014). Journal of Advertising, 43 (1), 46-62, February 2014. Available at SSRN: https://ssrn.com/abstract=2691737

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

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

Valeria Noguti

University of Technology Sydney (UTS)

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

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