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

Tina Tessitore (1) , Maggie Geuens

1 LEM - Lille économie management - UMR 9221

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.

Domaines: Sciences de l'Homme et Société; Gestion et management

Tina Tessitore, Maggie Geuens. Arming consumers against product placement: A comparison of factual and evaluative educational interventions. Journal of Business Research, 2019, 95, pp.38 - 48. ⟨10.1016/j.jbusres.2018.09.016⟩. ⟨hal-01914724⟩