CONSUMERS, CHARACTERS, AND PRODUCTS: A Balance Model of Sitcom Product Placement Effects

By Cristel A. Russell, Barbara Stern. 2006

366 citations recorded by the source corpus.

Subfields: Gender Studies, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/03fdf1ab388862cc3fdf020a8af0081648329b46

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. E. V. van Reijmersdal
2. Edith G. Smit
3. Joaquín Aldás-Manzano
4. J. Martí-Parreño
5. Jesús Bermejo-Berros
6. Peter C. Neijens
7. Rajesh Rajaguru
8. Johannes Knoll

In Literature and Literary Theory

1. E. V. van Reijmersdal
2. Peter C. Neijens
3. Edith G. Smit
4. Jörg Matthes
5. Joaquín Aldás-Manzano
6. J. Martí-Parreño
7. Jesús Bermejo-Berros
8. Rajesh Rajaguru

In Marketing

1. E. V. van Reijmersdal
2. Jörg Matthes
3. Peter C. Neijens
4. Edith G. Smit
5. Joaquín Aldás-Manzano
6. J. Martí-Parreño
7. Jesús Bermejo-Berros
8. Rajesh Rajaguru

Citations in the corpus

• How media factors affect audience responses to brand placement (2010, background): “…content analyses (e.g. Ferraro & Avery 2000) and practitioner studies (e.g. Karrh et al. 2003; Russell & Belch 2005; Smit et al. 2009) to qualitative (e.g. DeLorme & Reid 1999; Russell & Stern 2006) and quantitative audience studies (e.g. Van Reijmersdal et al. 2007; Yang & Roskos-Ewoldsen 2007).”
• Product Placement in Video Games: The Effect of Brand Familiarity and Repetition on Consumers’ Memory (2017, methodology): “Repetition effects on consumers' memory have been widely studied in traditional media like radio and television (Berlyne 1970; Calder and Sternthal 1980).”
• The effectiveness of celebrity endorsements: a meta-analysis (2016, background): “According to Russell and Stern (2006), consumers infer the celebrity–object association to be of greater strength if celebrities explicitly express their support, signaling commitment and reliability.”
• Motion Picture-Induced Visual, Vocal and Celebrity Effects on Tourism Motivation: Stimulus Organism Response Model (2014, positive): “Product placement theory has been used in marketing and advertisement literature to investigate how the placement of products and product attributes in motion pictures influences consumer behavior (Avery & Ferraro, 2000; Russell, 2002; Russell & Stern, 2006; Su, Huang, Brodowsky, & Kim, 2011).”
• Good guy vs. bad guy: the influence of parasocial interactions with media characters on brand placement effects (2015, neutral): “Using the PSI scale proposed by Rubin, Perse, and Powell (1985), Russell and Stern (2006) viewed the relationship between the viewer and the media character to be positive a priori as the adopted scale views PSI as a solely positive process including only items with positive valence.”
• A New Branch of Advertising (2009, background): “In addition, audience characteristics such as connectedness to the program or brand deserve our attention in future research (Russell and Stern, 2006).”