Advanced search
Publication Cover
Journal of Promotion Management Volume 22, 2016 - Issue 3
Submit an article Journal homepage
1,049
Views
11
CrossRef citations to date
0
Altmetric
Articles

When Fiction becomes Fact: Effect of Reverse Product Placement on Consumer Attitudes

Hemant PatwardhanWinthrop University, Rock Hill, South Carolina, USACorrespondence[email protected]
&
Padmini PatwardhanWinthrop University, Rock Hill, South Carolina, USA
Pages 349-369 | Published online: 05 May 2016
 
Sample our Economics, Finance,Business & Industry journals, sign in here to start your access, latest two full volumes FREE to you for 14 days

ABSTRACT

This exploratory study investigates the persuasive effects of reverse product placement (RPP)—subsequent commercialization of fictional brands from entertainment media into real world products—comparing it with product placement (PP). Persuasion Knowledge Model and Attribution theory were applied to frame hypotheses of effects on brand attitudes along with the constraining effect of skepticism. A mixed test design revealed presence of persuasion knowledge, recognition of persuasive intent, and negative effect of skepticism for PP, but not for RPP. RPP also had a stronger, positive effect on consumer attitudes. Potential application of RPP in new product development and adoption is discussed.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Order Reprints Request Corporate Permissions

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

Request Academic Permissions

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.

Related Research Data

Integrated Product Design for Marketability and Manufacturing
Source: SAGE Publications
Brand Placement: A Review
Source: Informa UK Limited
Consumers' Attitudes Toward Product Placement in Movies
Source: Informa UK Limited
Here's the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising:
Source: SAGE Publications
The Idea Itself and the Circumstances of Its Emergence as Predictors of New Product Success
Source: (:unav)
Product Placements
Source: Informa UK Limited
Appreciation and recall of brand placements versus commercials
Source: Informa UK Limited
Information and Consumer Behavior
Source: University of Chicago Press
Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity:
Source: SAGE Publications
Viewers' Recognition of Brands Placed Within a Film
Source: Informa UK Limited
A Novel Form of Product Placement
Source: Informa UK Limited
Here's the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising:
Source: SAGE Publications
Pulling the Plug to Stop the New Product Drain
Source: JSTOR
A Model For Predictive Measurements of Advertising Effectiveness
Source: Project Muse
Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude
Source: Oxford University Press (OUP)
Introducing a new conceptual domain and research agenda
Source: Emerald
An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context
Source: SAGE Publications
The Influence of Presentation Mode and Brand Familiarity
Source: Informa UK Limited
The 70% Majority: Enduring Consumer Beliefs about Advertising:
Source: SAGE Publications
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Source: Oxford University Press (OUP)
The Psychology of Interpersonal Relations
Source: Psychology Press
The Moderating Effect of Ego Depletion on Viewer Brand Recognition and Brand Attitudes Following Exposure to Subtle Versus Blatant Product Placements in Television Programs
Source: Informa UK Limited
Moviegoers' Experiences and Interpretations of Brands in Films Revisited
Source: Informa UK Limited
Development of a Scale to Measure Consumer Skepticism Toward Advertising
Source: Wiley
A Short, Reliable Measure of Subjective Knowledge
Source: Elsevier BV
When product placement goes wrong: The effects of program liking and placement prominence.
Source: Informa UK Limited
Viewers' Evaluations of Product Placements in Movies: Public Policy Issues and Managerial Implications
Source: Informa UK Limited
A Cross-Cultural Generalizability Study of Consumers' Acceptance of Product Placements in Movies
Source: Informa UK Limited
Consumer evaluations of movies on the basis of critics' judgments
Source: Wiley
Normative Influences on Product Placement Effects: Alcohol Brands in Television Series and the Influence of Presumed Influence
Source: Informa UK Limited
Perceptual Predictors of Global Attitude toward Advertising: An Investigation of Both Generalized and Personalized Beliefs
Source: Informa UK Limited
From Acts To Dispositions The Attribution Process In Person Perception1
Source: Elsevier
Timing of Market Research in New Industrial Product Situations
Source: SAGE Publications
The processes of causal attribution.
Source: American Psychological Association (APA)
CONSUMERS, CHARACTERS, AND PRODUCTS: A Balance Model of Sitcom Product Placement Effects
Source: Informa UK Limited
Organizing for effective new product development: The moderating role of product innovativeness.
Source: SAGE Publications
Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging, International Promotional Medium
Source: Informa UK Limited
Consumers' Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences
Source: Informa UK Limited
New Brand Worlds: College Student Consumer Attitudes toward Brand Placement in Films, Television Shows, Songs, and Video Games
Source: Informa UK Limited
I'll Have What She's Having: Gauging the Impact of Product Placements on Viewers
Source: Wiley
Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall
Source: Informa UK Limited
Virtual Product Placement as a New Approach to Measure Effectiveness of Placements
Source: Informa UK Limited
TV Product Placement in Korea
Source: Informa UK Limited
Acceptability and Ethics of Product Placement in Sport Video Games
Source: Informa UK Limited
CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive
Source: Informa UK Limited
Creating Brand Synergy and Revenue Streams
Source: Informa UK Limited
Encoding and Retrieval of Ad Affect in Memory
Source: JSTOR
The elephant in the room in UK TV’s new paid ‑for product placement market
Source: Informa UK Limited
Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues
Source: Informa UK Limited
Product placement: a hot topic gets hotter
Source: Informa UK Limited
An Investigation of Factors Underlying Attitude-Toward-Advertising-in-General
Source: Informa UK Limited
Marketing's Influence and New Product Performance in Chinese Firms:
Source: SAGE Publications
Reverse product placement, fictional brands and purchase intention
Source: Informa UK Limited
Audience Response to Product Placements: An Integrative Framework and Future Research Agenda
Source: Informa UK Limited

Linking provided by 

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.