The effect of the placement of the product in film: Consumers' emotional responses to humorous stimuli and prior brand evaluation

Abstract

This study explores the role of prior brand evaluation and the placement of the product in humorous movies on the consumer judgment stage, investigating their effects on consumer response. The findings of the study indicate that the placement of product in humorous movie scenes result in positive emotional responses from consumers. In addition, prior brand evaluation was found to play an important role in post-decision-making processes, such as purchasing behaviour. It is anticipated that the analysis resulting from this valuable study will provide a reference for further empirical and theoretical studies on the use of the placement of the product in movies as an alternative to advertising and other marketing communications strategies.