Hey Aren't Your Shoes the Ones in the 50 Cent Video? Examining the Context of Music Videos on Brand Evaluations

This paper explores the impact of product placement in music videos on young adults’ attitudes and behaviours. We find that images (the context in which brands appear) in music videos influence brand image, and that the process that influences consumers' attitudes toward the placed brand is likely nonconscious. We discuss these findings in terms of public policy, managerial and theoretical implications.