The Relationship Between Product Placement and the Performance of Movies
研究了2000至2007年间122部电影中产品植入数量与票房的关系，发现适度植入（不超过44次）有正面影响，过量则转为负面。
Star power, genre, sequel, and word of mouth (WOM), are among the critical factors affecting a film’s box-office success. The current study added a new wrinkle to the WOM factor, analyzing whether advertising in the form of product placements in films affected consumer enjoyment of the movie, and, in turn, whether the related positive or negative WOM about the film affected box-office revenues. The authors investigated the relationship between product placements and the performance of 122 movies released between 2000 and 2007 and found that product placements had both helpful and harmful consequences. Product placements exhibited a positive relationship with movie revenues, but when used in excess (i.e., more than 44 placements per movie) the relationship with revenues turned negative.