Document Type

Article

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Published in the Journal of Advertising, volume 40 issue 2, 2011.

The published version of this article can be found here.

Publication Source

Journal of Advertising

Abstract

Using movie scenes, this study examines how multitasking by viewers influences the product-plot integration effect. Findings indicate that multitasking dampens a well-integrated placement's brand-enhancing effect and mitigates an intrusive placement's brand-damaging effect. Well-integrated placement produces an assimilation effect, leading to convergence of viewers' attitudes toward the placed versus competing brands, while intrusive placement triggers a contrast effect that results in divergence of these attitudes. Among single-tasking viewers, the boomerang effect of an intrusive placement decreases the favorability of the placed brand and increases the favorability of the not-shown competitor. The opposite is true among multitasking viewers, however.

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