Branded product placement and pre-teenaged consumers: influence on brand preference and choice

Purpose - In an industry where billions of dollars are spent to place branded products within entertainment media, it is critical to understand if this form of promotional communication actually results in the preference of the branded product. The purpose of the current research is to contribute to this understanding relative to pre-teenaged consumers. Design/methodology/approach - Three research questions related to brand preference and choice were investigated using a two-group experimental design with a convenience sample. The impact of product placement on choice was assessed within minutes of the exposure. Preference and choice were also assessed two weeks later. Findings - The findings suggest that branded product placement may not affect attitudes or behavior of pre-teenaged consumers. Originality/value - Although empirical findings suggest the practices may not lead to the intended attitudes and behaviors in adults, the theory of mere exposure and research related to social learning theory provide support for the effectiveness of the practice in reaching pre-teens.