Arming consumers against product placement: ...
Type de document :
Compte-rendu et recension critique d'ouvrage
Titre :
Arming consumers against product placement: A comparison of factual and evaluative educational interventions
Auteur(s) :
Titre de la revue :
Journal of Business Research
Pagination :
38 - 48
Éditeur :
Elsevier
Date de publication :
2019-02
ISSN :
0148-2963
Discipline(s) HAL :
Sciences de l'Homme et Société/Gestion et management
Résumé en anglais : [en]
Several countries allow product placement on the condition that it is clearly identified to consumers. However, the currently used disclosures are not always effective. Therefore, we investigate the potential of two types ...
Lire la suite >Several countries allow product placement on the condition that it is clearly identified to consumers. However, the currently used disclosures are not always effective. Therefore, we investigate the potential of two types of educational interventions (factual versus evaluative) to help consumers identify product placements, as well as the impact they have on the placed brands. Our results show that an evaluative (versus factual) intervention evokes more reactance (Study 1) and has a lower impact on persuasion knowledge but leads to similar correction effects on the purchase intention of the placed brand (Study 2). Study 3 extends these findings by investigating consumer characteristics as a potential moderator and shows that factual (evaluative) interventions lead to more correction effects on purchase intention for lower (higher) self-monitors.Lire moins >
Lire la suite >Several countries allow product placement on the condition that it is clearly identified to consumers. However, the currently used disclosures are not always effective. Therefore, we investigate the potential of two types of educational interventions (factual versus evaluative) to help consumers identify product placements, as well as the impact they have on the placed brands. Our results show that an evaluative (versus factual) intervention evokes more reactance (Study 1) and has a lower impact on persuasion knowledge but leads to similar correction effects on the purchase intention of the placed brand (Study 2). Study 3 extends these findings by investigating consumer characteristics as a potential moderator and shows that factual (evaluative) interventions lead to more correction effects on purchase intention for lower (higher) self-monitors.Lire moins >
Langue :
Anglais
Vulgarisation :
Non
Collections :
Source :