Correspondence: ChangHyun Jin, Institute for Communication and Information, Hankuk University of Foreign Studies, 130-791, 270 Imun-dong Dongdaemun-Gu, Seoul, Korea. Tel: +81 2 2173 2544; Fax: +81 2 2173 3158; E-mail: mokhosa@gmail.com

¹is a fellow researcher in the Institute for Communication and Information at the Hankuk University Foreign Studies in Korea. He received a PhD in advertising from the University of Florida and an MA in advertising from the University of Texas.

²is an assistant professor in the Department of Advertising, College of Journalism and Communications, University of Florida. His main research interest is the influence of affect in commercial or health-related messages communicated via traditional or interactive media. His work has been published in Health Education Research, Schizophrenia Bulletin, Journal of Non Profit & Public Sector Marketing, Proceedings of the American Academy of Advertising, and a chapter in the Advertising and Consumer Psychology Book Series. He has received research awards from organisations like the American Academy of Advertising as well as participated as a member of research teams sponsored by the National Institute of Mental Health and the Defense Threat Reduction Agency.

Received 5 July 2007; Revised 5 July 2007.

Abstract

This study explores the role of prior brand evaluation and the placement of the product in humorous movies on the consumer judgment stage, investigating their effects on consumer response. The findings of the study indicate that the placement of product in humorous movie scenes result in positive emotional responses from consumers. In addition, prior brand evaluation was found to play an important role in post-decision-making processes, such as purchasing behaviour. It is anticipated that the analysis resulting from this valuable study will provide a reference for further empirical and theoretical studies on the use of the placement of the product in movies as an alternative to advertising and other marketing communications strategies.