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| Author: | Gould, S.J. Gupta, P.B. Grabner-Kräuter, S. |
| Title: | Product placements in movies: a cross-cultural analysis of Austrian, French and American consumer's attitudes toward this emerging, international promotional medium |
| Journal: | Journal of Advertising
2000 : WINTER, VOL. 29:4, p. 41-58 |
| Index terms: | Advertising Film industry Austria France USA |
| Freeterms: | Product placement |
| Language: | eng |
| Abstract: | As an international medium in which movies freely cross borders, product placement is also a less adaptable one, relative to commercials since it remains in the movie regardless of the nation where it is shown. Applying a three-pronged framework which considered country, product and individual differences and their interactive effects, the results of this study indicate the ways in which all three have an impact on the acceptability of product placements and on potential purchase behavior. |
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