Investigating the effectiveness of product placements in television shows: the role of modality and plot connection congruence on brand memory and attitude
Cristel Antonia Russell had a 27-minute sitcom produced in three versions and showed it to 107 students, varying whether brands were seen or spoken and whether they were tied to the plot. Spoken brands were remembered better than seen ones, and seen brands tied to the plot were recognised far more than incidental ones. Attitudes moved the other way: placements whose modality and plot connection were congruent persuaded, while incongruent ones were remembered and discounted.
Cristel Antonia Russell had a 27-minute sitcom produced in three versions and showed it to 107 students, varying whether brands were seen or spoken and whether they were tied to the plot. Spoken brands were remembered better than seen ones, and seen brands tied to the plot were recognised far more than incidental ones. Attitudes moved the other way: placements whose modality and plot connection were congruent persuaded, while incongruent ones were remembered and discounted.
Written from the full text read 2026-10-11.
What our sources record
Reproduced as it was written when this source was checked, figures and all.
doi:10.1086/344432. Full text read: purpose-made 27-minute sitcom; 107 participants; recognition .551 against .056 for visual placements by plot connection.