This project examined the influence of placement congruency and information processing on the effectiveness of product placement in a TV sitcom. In an experiment, we found that compared to an incongruently placed product, a congruently placed product elicited lower level of product recall, but more favorable product attitudes among respondents. Moreover, this attitudinal effect was more pronounced when the respondents engaged in incidental (vs. deliberate) information processing when they watched the TV program.
Kavita Jayaraman and Jing Zhang. "Understanding the effectiveness of product placement: The roles of placement congruency and information processing" Association for Education in Journalism and Mass Communication (AEJMC) Annual Conference (2007).