Brand placement in novels - A test of the generation effect

A key proposition of resource matching theory is that the cognitive challenge presented by a message execution should meet rather than exceed (or fall short of) the level of cognitive resources that the recipient is prepared to expend. A number of generation effect Studies under Incidental learning conditions indicate that the cognitive challenge presented by omitting letters from a word may enhance recall for the word. Within the context of brand placements in a novel, this study uses both the resource matching and generation effect frameworks to hypothesise the effects on brand recall of manipulating the cognitive challenge presented by the format of a brand placement - a fragment of a brand name versus a complete brand name. The results of two experiments indicate that mild fragmentation (the omission of a single letter In a brand name) Induces higher levels of brand recall than either a severely fragmented or complete brand name. Study limitations as well as implications for the practice of brand placement in novels and other media arc discussed.