Student Research Paper
Dr. Bryan Greenberg
Previous research on product placement demonstrates a connection between the placement and brand recall, brand attitude, and intent to purchase. Furthermore, this research demonstrates distinct differences in outcomes based upon the prominence of the product. The current study uses an experimental method to expand on this previous research by exploring product placement effects in a live performance setting. Results demonstrate significance in the relationship between brand recall and product congruency, recall and the interaction effect, and recall and perception of character. Future research should seek to expand this line of inquiry by exploring the connection between product placement perception and theatre engagement, the type of genre of the production the product is placed in, and how product placement differs across audience segments.
Seratch, Emily, "Did You See That? : An Exploration of Product Placement in Theatre" (2019). Business: Student Scholarship & Creative Works. 14.