Article2009

Non-student consumer attitudes towards product placement

Yongjun Sung · Federico de Gregorio · Jong-Hyuok Jung

61 citations0/0 files storedInternational Journal of Advertising

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Over the years, the practice of placing branded products within films has gained popularity worldwide. Concomitantly with its popularity have come increasing concerns over its effects on public well-being among various groups. By surveying a US sample of 3,340 non-students, the current study provides a more accurate picture of attitudes towards product placement in films. Findings suggest that non-students are more neutral towards the practice than students, and that consumers are positively disposed towards product placement, value the realism that placement brings, and do not perceive the practice as unethical or misleading. Results also indicate a diverse pattern of differences in perception across demographic groups, little perceived need for governmental regulation of product placement and that the only situation for which consumers would desire regulation is for the placement of ethically charged products having a significant proportion of non-adult audience members. Implications for advertisers and policy-makers are discussed.

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2000Web Surveys 2001On the Use of College Students in Social Science Research: Insights from a Second-Order Meta-analysis 1994Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues 1998Public Attitudes Toward Advertising: More Favorable Than You Might Think 2004The influence of religion on attitudes towards the advertising of controversial products 2006Audience Response to Product Placements: An Integrative Framework and Future Research Agenda 1999Survey of Internet users' attitudes toward Internet advertising 2007More than meets the eye

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