Titre
Product Placement in Song Lyrics: Impact of Cognitive Load, Disclosure, Valence and Strength
Type
abstract de conférence/colloque
Institution
UNIL/CHUV/Unisanté + institutions partenaires
Auteur(s)
Kocher, B.
Auteure/Auteur
Lalos, M.
Auteure/Auteur
Gould, S. J.
Auteure/Auteur
Czellar, S.
Auteure/Auteur
Éditeur(s)
Bradshaw, A.
Hackley, C.
Maclaran, P.
Liens vers les personnes
Liens vers les unités
Maison d’édition
European Association for Consumer Research
Titre du livre ou conférence/colloque
E-European Advances in Consumer Research
Adresse
Duluth, MN
Statut éditorial
Publié
Date de publication
2011
Volume
IX
Première page
495
Peer-reviewed
Oui
Langue
anglais
Résumé
Through three studies, we investigate consumer attitudes and memory toward artists and brands engaging in product placement in song lyrics. The first study demonstrates that attitudes toward the artist, but not toward the brand, are less positive when respondents are made aware about a commercial deal between the artist and the brand. The second study replicates and extends the first one, notably through the inclusion of cognitive busyness and memory. The third study assesses the impact of the placement’s valence and strength. Results show that when a brand is repeated positively, attitudes toward the artist and the brand decline.
PID Serval
serval:BIB_BC1E0E760322
Date de création
2013-02-08T14:18:10.390Z
Date de création dans IRIS
2025-05-21T00:18:51Z