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| Author: | McKechnie, S.A. Zhou, J. |
| Title: | Product placement in movies: A comparison of Chinese and American consumers' attitudes |
| Journal: | International Journal of Advertising
2003 : VOL. 22:3, p. 349-374 |
| Index terms: | Advertising Marketing Consumer behaviour Products Placement Communication Film industry USA China Asia |
| Language: | eng |
| Abstract: | In recent years, there has been an increase in the practice of product placement. This paper reports the findings of an exploratory quantitative study of the attitudes of Chinese consumers towards product placement. The aim is to provide some insights into how similar, or different, these attitudes are to those of American consumers. Country differences were found to exist btw. the U.S. and the People's Republic of China (PRC) in terms of Chinese consumers generally being less accepting of product placement than American consumers, while individual differences were not found to have much of an impact given the major differences in cultural values btw. the U.S. and the PRC. |
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