The Moderating Effect of Ego Depletion on Viewer Brand Recognition and Brand Attitudes Following Exposure to Subtle Versus Blatant Product Placements in Television Programs

Abstract

Consumers are often exposed to subtle and blatant product placements as they watch a variety of evening television shows. In addition, as they watch, consumers self-regulatory resources are expected to be "depleted" following a typical day at work and/or home (Baumeister, Heatherton, and Tice 1994). Connecting these two ideas, the current study tests whether ego depletion moderates the impact of subtle versus blatant product placements on viewers' brand recognition and brand attitudes. Using experimenter-generated television pilots as stimuli, the findings of our empirical investigation indicate that viewers are less likely to recognize being exposed to subtly placed than to blatantly placed brands, and this difference is magnified by ego depletion. In addition, when viewers are not depleted, blatant placements lead to more favorable attitudes than subtle placements. When viewers are in a depleted state, however, subtle placements lead to more favorable attitudes than blatant placements. Theoretical and practical implications of these findings are discussed.