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


Popular culture is littered with references to branded products. In the movie Runaway Bride, Julia Roberts escapes from a marriage ceremony in a Federal Express van. Bruce Springsteen's music video for 'Born in the USA' contains visual images of Miller beer. Colin Dexter's (1983) novel, The Riddle of the Third Mile, features an Oxford University academic who displays a penchant for both The Timescrossword and Glenfiddich whisky. Although brand appearances in popular culture may be motivated...

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