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Normative Influences on Product Placement Effects: Alcohol Brands in Television Series and the Influence of Presumed Influence

This research investigates how normative influences surrounding television (TV) series impact product placement effects. Drawing from the influence of presumed influence (IPI) model of communications research, the research assesses the impact of the presumed influence of TV series on others on young consumers’ desire to buy placed alcohol brands. Three experiments show that presumed influence can increase or decrease consumers’ intentions to purchase brands placed in TV series. Furthermore, this relationship is moderated by individual differences in susceptibility to normative interpersonal influence and, for individuals low in psychological trait reactance, by contextual effects that prime conformity.