The mind of the beholder: congruence effects in luxury product placements
Year: 2022
Type: article
Abstract: This research demonstrates that viewers increase purchase intentions when they view luxury product placements in movie scenes, particularly when luxury associations are activated and when background scenes are congruent with the product’s luxury image. In Study 1, participants view a luxury handbag appearing against upscale congruent or downscale incongruent backgrounds. In Study 2, participants are primed to associate with high or low social classes before they view a luxury product placed in upscale or downscale movie scenes. In Study 3, participants read a news article that describes the placed luxury product as a genuine high-end product or as a discount brand.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4283764570