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Arming consumers against product placement: A comparison of factual and evaluative educational interventions

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  • Tessitore, Tina
  • Geuens, Maggie

Abstract

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.

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  • Tessitore, Tina & Geuens, Maggie, 2019. "Arming consumers against product placement: A comparison of factual and evaluative educational interventions," Journal of Business Research, Elsevier, vol. 95(C), pages 38-48.
    • Handle: RePEc:eee:jbrese:v:95:y:2019:i:c:p:38-48
    DOI: 10.1016/j.jbusres.2018.09.016
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    Cited by:

    1. Andrew E. Wilson & Peter R. Darke & Jaideep Sengupta, 2022. "Winning the Battle but Losing the War: Ironic Effects of Training Consumers to Detect Deceptive Advertising Tactics," Journal of Business Ethics, Springer, vol. 181(4), pages 997-1013, December.
    2. Vahid Rahmani, 2023. "Persuasion knowledge framework: Toward a comprehensive model of consumers’ persuasion knowledge," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 12-33, June.
    3. Babin, Barry J. & Herrmann, Jean-Luc & Kacha, Mathieu & Babin, Laurie A., 2021. "The effectiveness of brand placements: A meta-analytic synthesis," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 1017-1033.
    4. Robinson, Stacey & Orsingher, Chiara & Alkire, Linda & De Keyser, Arne & Giebelhausen, Michael & Papamichail, K. Nadia & Shams, Poja & Temerak, Mohamed Sobhy, 2020. "Frontline encounters of the AI kind: An evolved service encounter framework," Journal of Business Research, Elsevier, vol. 116(C), pages 366-376.

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