Et tu, Brutus?: A case for consumer skepticism and backlash against product placements

Abstract

This study examines whether product placements, although often more memorable than traditional advertisements, may also trigger consumer skepticism and negative reactions when viewers recognize their persuasive intent. The authors argue that awareness of the hidden commercial nature of product placements can reduce trust in the brand, the claims being made, and the media carrying those claims. Their findings suggest that product placements improve memory for brands, but when consumers become aware of the underlying commercial motive, they may experience a backlash characterized by lower trust and less favorable evaluations. In contrast, traditional advertisements are less likely to produce this effect because consumers already recognize their persuasive intent.