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As Seen on Tv: Brand Placement and Its Influence on the Identity of Emerging Adults

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AS SEEN ON TV: BRAND PLACEMENT AND ITS INFLUENCE ON THE IDENTITY OF EMERGING ADULTS Brittany Rowe-Cernevicius A Dissertation Submitted to the Graduate College of Bowling Green State University in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY December 2011 Committee: Dr. Terry Renter, Advisor Dr. Oliver Boyd-Barrett Dr. Lara Martin Lengel Dr. Susan Schultz Kleine Dr. Jude Edminster Graduate Faculty Representative BRAND PLACEMENT AND ITS INFLUENCE ii ABSTRACT Dr. Terry Rentner, Advisor Advertisers’ use of hybrid messages and branded entertainment continues to increase in response to technologies such as the digital video recorder (DVR) and the TiVo which allow audiences to zip past commercial messages. The purpose of this study is to examine how exposure to one type of hybrid message—brand placement—may impact consumers’ identity formation. Three research questions and two hypotheses were proposed in order to gain a better understanding about the role that brand placement in television programming may play in identity formation among 18-25 year-olds, a population known as Emerging Adults. This particular population was selected because during these formative years, emerging adults are shedding their adolescent identities and beginning to develop new ones as they become contributing members of adult society. The undergraduate student population at a small, Eastern college received a survey containing Russell, Norman, and Heckler’s (2004) Connectedness Scale in order to find individuals who were most likely to be affected by incidents of brand placement in television programs. Those who scored highest on the Connectedness Scale and who indicated they would be willing to participate in follow-up interviews provided the majority of the data analyzed for this project. In order to obtain a contrasting view, those who were least likely to be affected by incidents of brand placement (participants who scored lowest on the Connectedness Scale) were also recruited for follow-up interviews. The analysis of survey results and interview transcripts indicates that those who are highly connected to a particular television show can have their identity influenced by instances of brand placement. Purchasing objects associated with their favorite shows, incorporating BRAND PLACEMENT AND ITS INFLUENCE iii fashion and personal style brands into their wardrobes, and using products that are placed within the shows, enable emerging adults enact and shape their emerging identities. BRAND PLACEMENT AND ITS INFLUENCE iv ACKNOWLEDGEMENTS Many people have helped me through this long, arduous process so it is necessary to pause and acknowledge their contributions. First and foremost, I need to thank my committee chair, Dr. Terry Rentner. Without her patience, none of this would have been possible. It was an honor to be her student and to work with her. Through all of the ups and downs in both my academic and my personal life, she remained a steady source of encouragement. Her feedback and guidance has made me a better scholar and for that I am grateful. I am also extremely appreciative of my committee: Dr. Oliver Boyd-Barrett, Dr. Lara Martin Lengel, Dr. Susan Schultz Kleine, and Dr. Jude Edminster. Their insight and feedback over the course of this project has been an invaluable. Rucha Kaur Mokha, Jim Baumann, and Nick Wiget deserve special thanks for helping me stay sane. Your support meant a lot to me and made graduate school an enjoyable experience. I’ll be sure to enjoy a celebratory Blizzard in your honor after this entire process is complete. I would also like to thank Dr. Jean Jones and the other Edinboro University faculty members who recognized my potential and encouraged me to consider graduate school even when I swore up and down that I’d never want to spend that much time in school. It may have taken me several years to realize you were right, but I thank you for guiding me along my academic path. Special recognition also goes to Dr. Carolyn Cuff who took time out of her busy schedule to help me refresh my knowledge of statistics and to review several drafts of my results section. BRAND PLACEMENT AND ITS INFLUENCE v I also need to thank my family for their never-ending encouragement. Thank you Mom, Courtney, and Aunt Dawn for the countless hours of babysitting; I’m sure Tyler appreciated it as much as I did. Tyler, I’d like to thank you for being the best motivation of all. Even before you arrived, you kept me going when I felt most discouraged. You are the reason that I worked so hard over the course of many late nights. You’ve made the sacrifices along this difficult journey worth it. Joe, who knew that I’d meet such a wonderful man all because I was trying to write a research paper for class? Working toward this degree brought us together and, at times, it threatened to drive us apart, but you stuck by me. You’ve been there through the tears and the frustration. Through all of the joy and sorrow over the past few years, you’ve supported me, challenged me, and inspired me. You were willing to put up with the craziness of grad school, the trials and tribulations of the dissertation, and the uncertainty of starting over in a new state. I know I don’t tell you nearly enough how important you are to me, but I love you for everything you do for me and for our family. I’m so thankful that I get to share my life with you. Lastly, Grandma, I know you probably won’t get to read this dedication but I hope you know how much I love you for all that you did for me over the years. You helped me develop my love of learning and always encouraged me to strive for my goals, no matter what others thought. I know you are watching over me, and I hope I’ve made you proud. I miss you. There is no way these brief comments can truly capture my gratitude toward everyone who has helped me through this process. This project would not have been possible without all of you; I am truly grateful. I hope my work on the following pages is a fitting tribute to all of your contributions. Thank you so much for all that you’ve done! BRAND PLACEMENT AND ITS INFLUENCE vi TABLE OF CONTENTS CHAPTER 1: INTRODUCTION……………………………………………………………...…1 Purpose and Justification……………………………………………………………….....1 Review of Literature: What is Brand Placement?................................................................3 What is the Difference Between Brand Placement and Advertising?.................................7 Why the Growth in Popularity?...........................................................................................8 How Does Brand Placement Happen?...............................................................................12 Advantages and Disadvantages of Brand Placement………………………………….....15 History of Brand Placement: Novels………………………………………………….....18 History of Brand Placement: Film………………………………………………………21 History of Brand Placement: On Radio and in Music…………………………………..29 History of Brand Placement: Music Videos…………………………………………….31 History of Brand Placement: Television………………………………………………...34 History of Brand Placement: Video and Computer Games……………………………..40 History of Brand Placement: On the Internet………………………………………...…42 The Future of Brand Placement………………………………………………………….44 CHAPTER 2: BRAND PLACEMENT’S PRESENCE IN ACADEMIC LITERATURE……...46 Brand Awareness and Attitudes toward Placed Brands………………………………….49 Effectiveness of Brand Placement……………………………………………………….55 What’s Missing from the Literature?.................................................................................58 Connectedness: A Different Measure of Brand Placement Effectiveness………………59 Consequences of Connectedness………………………………………………………...64 BRAND PLACEMENT AND ITS INFLUENCE vii CHAPTER 3: RESEARCH QUESTIONS AND HYPOTHESES……………………………...68 Problem Statement……………………………………………………………………….68 Consumption and Identity Formation……………………………………………………73 The Social Identity Perspective………………………………………………………….79 Consumption and Emerging Adulthood…………………………………………………83 Research Questions and Hypotheses…………………………………………………….86 CHAPTER 4: RESEARCH METHOD…………………………………………………...…….90 Rationale for Focusing on Television Programs…………………………………………91 Participants……………………………………………………………………………….95 Research Method.………………………………………………………………………..96 Data Analysis…………………………………………………………………………...101 CHAPTER 5: SUMMARY OF RESULTS……………………………………………………104 Research Question 1……………………………………………………………………104 Research Question 2……………………………………………………………………106 Research Question 3……………………………………………………………………108 Hypothesis #1…………………………………………………………………………...111 Hypothesis #2…………………………………………………………………………...112 CHAPTER 6: DISCUSSION OF RESULTS AND LIMITATIONS Escape…………………………………………………………………………………..114 Aspiration……………………………………………………………………………….116 Paraphernalia……………………………………………………………………………119 Fashion………………………………………………………………………………….121 Modeling………………………………………………………………………………..125 BRAND PLACEMENT AND ITS INFLUENCE viii Imitation……………………………………………………………………………...…127 Limitations and Suggestions for Future Research………………………………...........129 Concluding Remarks…………………………………………………………………....132 REFERENCES………………………………………………………………………………....138 APPENDIX A: HSRB APPROVAL & INITIAL RECRUITMENT EMAIL………………...162 APPENDIX B: SURVEY……………………………………………………………………....166 APPENDIX C: FOLLOW-UP INTERVIEW RECRUITMENT EMAIL……………………...172 APPENDIX D: INTERVIEW INFORMED CONSENT FORM………………………….…..173 BRAND PLACEMENT AND ITS INFLUENCE ix LIST OF FIGURES/TABLES Figure Page 1 Russell, Norman, and Heckler’s Connectedness Model……………………………........63 2 Brand Placement’s
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