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    PP for product placement or puzzled public?

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    Publication type
    Journal article with impact factor
    Author
    Tessitore, Tina
    Geuens, Maggie
    Publication Year
    2013
    Journal
    International Journal of Advertising
    Publication Volume
    32
    Publication Issue
    3
    Publication Begin page
    419
    Publication End page
    442
    Publication Number of pages
    24
    
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    Abstract
    This research examines the effectiveness of the European ‘PP’ symbol, recently introduced as a warning of product placement in locally produced television programmes. The authors test whether this symbol counters the pervasive effect of product placement on purchase intention. Study 1 shows that the symbol does not prompt resistance to the influence of product placement. This is because the majority of consumers neither notice nor comprehend the symbol. In Study 2, two training methods are tested to increase the symbol’s effectiveness: (1) verbal label training and (2) a combination of verbal label training and information training. The addition of information training is necessary to increase the symbol’s noticeability, whereas verbal label training helps increase the symbol’s comprehensibility and effectiveness in activating persuasion knowledge and decreasing purchase intention. Finally, the results provide evidence that brand recall is crucial for resistance to product placement, suggesting the importance of brand recall as a moderator of resistance processes.
    Keyword
    PP Symbol
    Knowledge Domain/Industry
    Marketing & Sales
    DOI
    10.2501/IJA-32-3-419-442
    URI
    http://hdl.handle.net/20.500.12127/4685
    ae974a485f413a2113503eed53cd6c53
    10.2501/IJA-32-3-419-442
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