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Does "Passing the Courvoisier" Always Pay Off? Positive and Negative Evaluative Conditioning Effects of Brand Placements in Rap Videos


Schemer, C; Matthes, J; Wirth, W; Textor, S (2008). Does "Passing the Courvoisier" Always Pay Off? Positive and Negative Evaluative Conditioning Effects of Brand Placements in Rap Videos. Psychology & Marketing, 25(10):923-943.

Abstract

The proliferation of brands in television programming has
abounded in recent times. Especially in rap videos, actors frequently depict brands and products. One mechanism by which placements can affect consumers’ attitudes is evaluative conditioning. Given that in rap videos brands are paired with liked as well as disliked actors, there is a high potential for positive and negative conditioning effects. In an experiment with an authentic rap video, the
appearance of placements and the image of the rap actors were varied. The results indicate that the pairing of a brand with positively evaluated artists produces positive attitudes toward the brand. In contrast, a negative conditioning procedure results in negative attitudes toward the brand. Further analyses demonstrate that conditioning effects are even stronger when preference for rap music is high and recognition of the brand rather low.

Abstract

The proliferation of brands in television programming has
abounded in recent times. Especially in rap videos, actors frequently depict brands and products. One mechanism by which placements can affect consumers’ attitudes is evaluative conditioning. Given that in rap videos brands are paired with liked as well as disliked actors, there is a high potential for positive and negative conditioning effects. In an experiment with an authentic rap video, the
appearance of placements and the image of the rap actors were varied. The results indicate that the pairing of a brand with positively evaluated artists produces positive attitudes toward the brand. In contrast, a negative conditioning procedure results in negative attitudes toward the brand. Further analyses demonstrate that conditioning effects are even stronger when preference for rap music is high and recognition of the brand rather low.

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27 citations in Web of Science®
35 citations in Scopus®
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369 downloads since deposited on 13 Jan 2009
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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Mass Communication and Media Research
Dewey Decimal Classification:700 Arts
Language:English
Date:October 2008
Deposited On:13 Jan 2009 09:22
Last Modified:05 Apr 2016 12:49
Publisher:Wiley-Blackwell
ISSN:0742-6046
Additional Information:The attached file is a preprint (accepted version) of an article published in Psychology & Marketing.
Publisher DOI:https://doi.org/10.1002/mar.20246

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