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abstract

The purpose of this study is twofold: (1) to test how the consumer's attitude toward product placements in a television soap opera is affected by the use of different types of character: positive versus negative; and (2) to determine the circumstance in which a negative character can be appropriated in product placement. The conceptual model proposes that the attitude toward product placement in general has a direct and indirect impact on the attitude toward the placed product, while the (negative or positive) nature of the television characters interacting with the placed product works as a moderator. Experimental data test the model. The stimuli were original product placements in a soap opera broadcast. Results from a structural equation model show that negative characters can be effective vehicles for product placement as long as viewers meet two conditions: they manifest general acceptance of product placement and have a parasocial relationship with the character.

5. Discussion and conclusion

The moderator role of the type of character (positive or negative) is the key finding of this study. In particular, we investigate whether negative characters can be used in product placement.We argue that audiences distinguish between fiction and reality, and they might react differently to celebrities and fictional characters. Audiences tend to develop a negative attitude when celebrities are associated with negative traits (Schemer et al., 2008). Or they may not establish parasocial interaction with an unknown fictional character they initially perceive as negative (Knoll et al., 2015). But in regular fictional programs like soap operas, our study shows that a parasocial relationship can be developed between consumers and negative leading characters. In this case, and provided that the consumers generally accept product placement as a communication technique, negative characters can be used by marketers as a product placement vehicle. This approach to product placement has not previously been mentioned in the literature (van Reijmersdal et al., 2009).