Product placement in television drama: do information overload and character attribute matter?

Research output: Contribution to journalJournal article


Including branded information within media contents is an emerging yet important area of marketing communication. This research investigates in two studies the effects of information-overload and television character attributes (involvement, favorableness) on placement recall and viewers’ attitudes towards the placed product. Results of Study 1 show that though information-overloaded placement enhances placement recall, it generates negative attitudes towards the placed product; yet, involvement with the television character dampens such negative effects. In contrast, viewers in non-information-overloaded placement condition report lower recall but more positive attitudes towards the placed product. Study 2 further investigates the main effects of character attributes. Results reveal that product placement associated with a favorable character is more effective in generating placement recall and positive placement attitudes than placement associated with a less favorable character. Managerial and theoretical implications are discussed.
Original languageEnglish
Pages (from-to)96-102
Number of pages7
JournalInternational Journal of Trade, Economics and Finance
Issue number2
Publication statusPublished - Apr 2012

User-Defined Keywords

  • Advertising
  • marketing communication
  • marketing management
  • product placement


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