The Mind of the Beholder: Congruence Effects in Luxury Product Placements
Word; luxury; persuasion; product placement; purchase intention
Taylor and Francis
International Journal of Advertising
T&F publishes Open Access articles in our subscription priced journals, please check if the article you are interested in is an Open Access article and if so which licence was it published under. This permission does not cover any third party copyrighted material which may appear in the work requested. For queries, please email: email@example.com
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.