Brand placement in novels: a test of the generation effect

A key proposition of resource matching theory is that the cognitive challenge presented by a message execution should meet rather than exceed (or fall short of) the level of cognitive resources that the recipient is prepared to expend.

Brand placement in novels: a test of the generation effect

Ian BrennanColorado State University – Pueblo

INTRODUCTION

Popular culture is littered with references to branded products. In the movie Runaway Bride,Julia Roberts escapes from a marriage ceremony...

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