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| Author: | Sung, Y. Gregorio, F. de Jung, J-H. |
| Title: | Non-student consumer attitudes towards product placement |
| Journal: | International Journal of Advertising
2009 : VOL. 28:2, p. 257-285 |
| Index terms: | USA advertising marketing brands film industry consumer behaviour consumer attitudes |
| Freeterms: | product placement |
| Language: | eng |
| Abstract: | Over the years, there has been worldwide popularity for the practice of placing branded products within films. Using a U.S. sample of over 3,300 non-students, this study provides a more accurate picture of attitudes towards product placement (here as: p-p.) in films. Non-students are found to be more neutral towards the practice than students. Consumers are found to be positively disposed towards p-p., valuing the realism brought by p-p., and not perceiving the practice as unethical or misleading. There is also found a diverse pattern of differences in perception across demographic groups, little perceived need for governmental regulation of p-p. The only situation of p-p. for which consumers would desire regulation is for ethically charged products. |
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