Publication type
Journal article with impact factorPublication Year
2013Journal
International Journal of AdvertisingPublication Volume
32Publication Issue
3Publication Begin page
419Publication End page
442Publication Number of pages
24
Metadata
Show full item recordAbstract
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 SymbolKnowledge Domain/Industry
Marketing & Salesae974a485f413a2113503eed53cd6c53
10.2501/IJA-32-3-419-442