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

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.