When Intrusive Can Be Likable: Product Placement Effects on Multitasking Consumers

Authors

Sukki Yoon, Bryant University
Yung Kyun Choi, Dongguk UniversityFollow
Sujin Song, University of Rhode Island

Document Type

Article

Comments

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

The published version of this article can be found here.

Identifier Data

doi.org/10.2753/JOA0091-3367400205

Publisher

M. E. Sharpe Inc.

Publication Source

Journal of Advertising, 40(2), 63-75.

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.