Brand attitudes improve when paired with a favorable endorser

Updated: September 30, 2008


According to a study performed by ScienceDaily, a consumer?s fondness for an artist?s music is directly proportional to the consumer?s fondness for the products placed in the artist?s music/music video. That was the conclusion of a research article recently conducted by Psychology and Marketing. 

Recently, it has been unveiled that the collaboration between rap artists Puff Daddy and Busta Rhymes for the hip-hop song titled ?Pass the Courvoisier Part Two,? is indeed a product placement.  After the song?s release in 2001, Courvoisier cognac had a sales increase of 20 percent.  

As seen in Science Daily,

That phenomenon got a team of researchers and senior author Christian Schemer thinking about how consumers process brand information presented to them in spot advertising versus how consumers process brand-related information when it is presented in the course of programming (such as music videos).


The researchers found that product placements in videos are potentially harmful, and at the same time potentially beneficial. On one hand, positive feelings can be transferred to the brand (far better than traditional advertising). Plus, music is a universal language; this means that brands will be exposed and understood around the globe, this is most especially beneficial to globally distributed products. 

On the other hand, rap videos are not always known to produce positive feelings, especially for parents.  Lyrics play a key role here.  When rap artists start blurting profanity, parents are not going to like it ?hence, it will produce negative sentiments about the brands mentioned in the song.