Word-of-author advertising and the consumer: An empirical analysis of the quality of product brands noted by authors of popular cultural works

Abstract

The term “word-of-author advertising” has been used to refer to the fact that writers of screenplays, television dramas, novels, and other popular cultural products are using brand names in the texts of their works. The study draws upon data from 265Consumer Reports tests conducted from 1950–1979 to determine the quality of the products associated with brands which are frequently used in this way as compared to those which are not. The results indicate that in a majority of the tests, product quality was higher for the frequently used brand names in word-of-author advertising, but a substantial minority of test reports proved to be exceptions to this general finding. Implications of the study findings are drawn for consumer policy, especially as it relates to educational programs.