Cristel Antonia Russell

Cristel Antonia Russell

Consumer researcher whose 2002 sitcom study showed that product placements that stand out are remembered while placements that fit their scene persuade.

Who they are

Russell had a 27-minute sitcom produced in three versions so that the same brands could be placed in different ways. Memory improved when a placement's modality and plot connection were incongruent; attitudes improved when they were congruent. The study remains one of the clearest controlled tests of how placement works.

Key papers

Russell, C. A. (2002). "Investigating the effectiveness of product placements in television shows: the role of modality and plot connection congruence on brand memory and attitude." Journal of Consumer Research, 29(3), 306-318. doi:10.1086/344432.

Key ideas

See Product Placement.

Sources

  1. Russell (2002), full text read, 11 October 2026.