Negative TV & Film Characters Can Be Effective Product Endorsers

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Summary

Negative or outlaw film and television characters, like Breaking Bad’s antihero and drug kingpin Walter White, are liked and trusted less than their real-world counterparts, yet can be effective product endorsers, new research has found, opening the door to a novel and creative marketing tactic.

Authors’ bios:

Jennifer Jeffrey (jjeffr3@uwo.ca) is an associate professor and director of the School of Management, Economics, and Mathematics at King’s University College at Western University in London, Ontario, Canada. She has worked in the field of pharmaceutical marketing, and her research interests include human brands, consumer relationships and consumer welfare.

Matthew Thomson (mthomson@isenberg.umass.edu) is a professor of marketing at the Isenberg School of Management, University of Massachusetts Amherst. His primary research interests lie at the intersection of brands, relationships and experiences.

Allison R. Johnson (aj@design-think.me) is the founder of DesignEmpathy.org, which explores the application of human-centered design principles to human relationships. Her research focuses on consumer-brand relationships, authenticity and consumer moral judgments.