The Moderating Role of Social Norms on the Effects of Product Placement in Television Fiction: A Field Study in Brazil

Abstract

This research investigates the role played by normative influences that surround the consumption of TV series on the effect of product placements. In line with the Theory of Reasoned Action, we posit that perceptions of TV programs’ influence on others moderate the relationship between positive brand attitudes and consumers’ intentions to buy brands linked to the program through product placement. Data collected from Brazilian women show that social norms related to novelas, Latin American soap operas, indeed moderate the impact of a brand placed therein.