August 19, 2018 / Taylor Kilduff
A study by Cartwright, Opree and Reijmersdal examined how materialism in adolescents affected their response to embedded advertising. Embedded advertising is a type of advertising when the brand being promoted is embedded into the ad. For example, a celebrity using a specific type of computer with a recognizable brand in a music video would be considered a form of embedded advertising. This study measured the varying materialism levels of a group of adolescents, presented them with music videos containing an embedded advertisement, and recorded their response. What the study found was that adolescents with higher levels of materialism are more susceptible to being persuaded by embedded advertising in music videos. Further studies will be able to show whether this stands true for all embedded advertising mediums.
Takeaway for Managers:
If you want to promote your brand to adolescents, you may have success using embedded advertising, especially in areas with high levels of adolescent materialism. Managers seeking to utilize the connection between materialism in adolescents and susceptibility to persuasion by embedded advertising could benefit by looking at macro data relating to materialism in adolescents, and strategically targeting their embedded advertisements to those areas with higher levels of materialism in adolescents.
Cartwright, R. F., Opree, S. J., & Reijmersdal, E. A. (2018). “Fool’s Gold”: Linking Materialism to Persuasion Knowledge Activation and Susceptibility to Embedded Advertising. Advances in Advertising Research IX, 17-28. doi:10.1007/978-3-658-22681-7_2