Can negative characters in soap operas be positive for product placement?

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10 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)125-132
Number of pages8
JournalJournal of Business Research
Publication statusPublished - 1 Feb 2017


  • Brand placement
  • Parasocial relationship
  • Positive-negative asymmetry
  • Product placement
  • Soap opera characters


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