The Mind of the Beholder: Congruence Effects in Luxury Product Placements
Document Type
Article
Keywords
Word; luxury; persuasion; product placement; purchase intention
Identifier Data
https://doi.org/10.1080/02650487.2022.2091822
Publisher
Taylor and Francis
Publication Source
International Journal of Advertising
Rights Management
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Abstract
This research demonstrates that viewers increase purchase intentions when they view luxury product placements in movie scenes, particularly when luxury associations are activated and when background scenes are congruent with the product’s luxury image. In Study 1, participants view a luxury handbag appearing against upscale congruent or downscale incongruent backgrounds. In Study 2, participants are primed to associate with high or low social classes before they view a luxury product placed in upscale or downscale movie scenes. In Study 3, participants read a news article that describes the placed luxury product as a genuine high-end product or as a discount brand.
