Cristel Antonia Russell

The Product Well Placed

ABSTRACT The relative impact of placement and audience characteristics on product placement recall is assessed with survey data from 3,532 individuals who viewed a DVD movie rental the previous day. Eleven American movies were selected and the executional characteristics of 88 placements therein were coded. Viewing the movie on a large screen emerged as the most important factor on recall: in addition to its main effect, it increases the positive impact of visual characteristics of the placement. Another key finding is the detrimental effect of multiple simultaneous placements: not only do they reduce placement recall, they eliminate the otherwise positive impact of a placements level of plot integration and auditory mention.

Guilty by stereotypic association: Country animosity and brand prejudice and discrimination

This research tests the proposition that brands suffer prejudice and discrimination due to animosity toward a country with which they have a strong stereotypic association. In the first study, attitudinal data collected across a range of brands that vary in terms of the strength of the brand–country association indicate that brands with strong stereotypic association with a country suffer direct prejudice, in the form of more negative attitudes, related to animosity. When the brand–country association is less strong, the relationship between animosity and brand attitudes is moderated by the strength of the stereotypic association. In the second study, the level of brand–country association is manipulated experimentally to provide additional evidence of its moderating role on the relationship between country animosity and both prejudice toward (more negative brand attitudes) and discrimination against (less choice) a new brand.

Nature and Impact of Alcohol Messages in a Youth-Oriented Television Series.

This research contributes to the extant literature on television influence by pairing a stimulus-side approach documenting how information is presented within a television series with a response-side assessment of whether connectedness and exposure to a series influence the processing of that information differently depending on its format. The inquiry focuses on the nature and impact of messages about alcohol contained within a youth-oriented television program. The findings indicate that the recall and perception of the more overt negative messages increase with exposure and that receptiveness to the subtle and less remembered positive messages increases with levels of program connectedness. Highly connected viewers are both more receptive to and in greater agreement with the underlying positive alcohol message communicated in the series.

Experiential Reciprocity: The Role of Direct Experience in Value Perceptions

ABSTRACT This research proposes experiential reciprocity as the process underlying the relationship between direct experience of a national park and perceived value of the park system and its role in preserving the environment. Cross-sectional data of peoples experience and perceptions of the United States National Park Service and their values and beliefs related to the park system indicate that a direct experience of a park increases the intrinsic value of the park, even for those who are already environmentally conscious. Consistent with the norm of reciprocity, direct experience of a park also increases willingness to finance the park directly. Given the role of direct experience of the park in fostering an intrinsic appreciation for its role in preserving the environment, waving access fees is offered as a way to promote experiential reciprocity.

Consumption expressions of ideological resistance

Purpose – The paper focuses on resistance driven by animosity toward a country due to cultural, political, military and economic reasons. Previous research has linked animosity toward a given country to explicit judgments and purchases of products from that country, thus ignoring the possibility that latent ideological beliefs may reveal themselves behaviorally more subtly. This research focuses on implicit consumption expressions of country‐based consumption resistance.Design/methodology/approach – Cross‐sectional survey data were collected from French moviegoers in seemingly unrelated studies. In study one, respondents reported the movies they had watched at a movie theater over the past month and these movies were subsequently coded by country of origin. Animosity, ethnocentrism, and global openness were measured in study two. Finally, participants selected lottery tickets for either a French or foreign movie. This choice measure captures whether ethnocentric consumption tendencies emerge after animosi...