Article2011

Cross‐cultural challenges in product placement

Taejun Lee · Yongjun Sung · Federico de Gregorio

24 citations0/0 files storedMarketing Intelligence & Planning

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

Abstract

Purpose The purpose of this research is to examine US and Korean college student consumers' attitudes towards product placements in three different media (films, TV shows, and songs), and product placement acceptability based on media genre and product type. Design/methodology/approach The current study employed a self‐administered online survey of 471 college students in the USA and South Korea. Findings Korean young adult consumers express greater ethical concerns about product placement, particularly in TV shows, and more strongly support governmental regulation than their American counterparts. In contrast, American young adults respond more favorably to product placement's enhancement of setting realism than Korean consumers. Findings also reveal cultural differences in product placement acceptability across a range of media genres and product/service types. Research limitations/implications Only two countries were used as a proxy to characterize their respective cultural values and levels of contextuality. In addition, respondents are limited geographically to southwestern and southeastern regions in the USA, and to Korea's capital, Seoul. Practical implications Despite the widespread use of standardized product placement practices in different cultural settings, it is recommended, from the findings of this study, that managers should take caution when considering TV for placement in Korea when targeting young adults given their relatively strong concerns regarding the practice. Specific and usable information regarding appropriateness of genre and product type is also provided. Originality/value This exploratory cross‐cultural study builds upon and contributes to previous work by serving as a quantitative comparison of attitudinal responses to product placement across three media in the USA and Korea.

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References

1993Cultures and Organizations: Software of the Mind.1998Assessing Measurement Invariance in Cross‐National Consumer Research 1987Toward a universal psychological structure of human values.1983The Cultural Relativity of Organizational Practices and Theories 1994Beyond individualism/collectivism: New cultural dimensions of values.1994Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies 2003When More Is Less and Less Is More: The Role of Ideal Point Availability and Assortment in Consumer Choice 2004The many dimensions of culture

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