Brand Placement in Emotional Scenes: Excitation Transfer or Direct Affect Transfer?

Using excitation transfer and direct affect transfer as theoretical foundations, emotions and branded product placements were examined. Results from the 2 (low/high arousal) × 2 (positive/negative valence) × 2 (positive/negative brand) between subjects experiment revealed a three-way interaction. When a positive (unfamiliar) brand was placed in a highly arousing positive scene, intentions to purchase the brand were greatest. Main effects were found for valence on brand attitude and purchase intention. As a result, not only valence but arousal of media should also be considered when placing unknown brands.